Print, Design & Websites
For a while now, direct mail has been seen by some as an antiquated medium. Social media, email marketing and other digital formats have all seemingly superseded the humble mailer as go-to methods of advertising.
But wait. What’s that you say? Mail is enjoying a resurgence? People’s inboxes are becoming saturated, while letterboxes have been underused in recent times.
Here are three reasons we believe direct mail is once again coming to the fore as an effective marketing medium.
Research by TNS has highlighted the emotional impact of direct mail. When asked whether email or mail made them feel more valued, 70% responded mail.
When addressed to the recipient a letter or mailshot feels personal. People will rarely throw away something addressed to them without reading it first.
As getting mail through the post becomes more of a rarity, the perceived emotional value of receiving it has increased. 10 years ago, comparative research showed only 43% of people believed direct mail made them feel more valued than email.
The same TNS research showed that 87% of people consider mail to be believable.
As a marketing medium, email is now perceived as being quick and impersonal. Conversely, direct mail is seen as being believable and more important than digital mediums. Indeed, print, in general, is seen as being more trustworthy than online offerings.
During the 2017 general election, research showed people believed mail and the traditional media forms of newspapers and magazines more ‘accurately reflected the views of the sender’ than online and leaflets.
Print is especially powerful when combined with other digital mediums.
While mail is seen as being considered and informative, email is easy to respond to and can make it easy to take an action, such as making a purchase or asking for more information.
Therefore, it’s easy to see how the two can work together to deliver better results. Reinforcing the key message, a combined approach offers the trust provided by direct mail as well the immediacy and informality of an email.
When used in partnership with other media, the end result is even more impressive.
At Kall Kwik we’ve been designing, printing and delivering direct mail for many years. From cleansing customer databases to designing and preparing the mailshot, we can oversee your campaign from conception to delivery. Give us a call on 01284 752266 or email [email protected] to see how we can help.
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