Direct Mail Marketing? Does it still work in 2022?
With the rise in popularity of online marketing... marketing outside your door get a bad reputation.
Emails deliver discount codes for your favorite shops, but mailbox space is filled with bills, right? Not necessarily. Here's why direct marketing should form part of your marketing strategy in 2022.
What can direct mail marketing offer that online marketing can't?
- Online marketing is great, but its offline alternative has been proven to drive better results.
- It's easier for customers
- One reason direct mail marketing is more effective is because it's easier to understand.
- One study found it takes 21% less cognitive effort to process, meaning your audience doesn't have to invest time (and brainpower) into your mail.
Direct mail is more memorable
Think back to some of the greatest advertising campaigns you've seen in the last 10 years. Chances are, you'll roll a handful of brand names off the tip of your tongue, without a Google search in sight. The brands you've listed nailed their marketing campaign; it had a long-lasting effect on you. Direct mail marketing is proven to be better at this than the virtual alternative. It's been found that millennials who spend more time with physical ads and have a stronger emotional response, leading to better memory of them.
Direct mail has a better response rate than email marketing, with 4.4% of campaigns receiving a response when delivered through the mail, compared to just 0.12% online.
That means that in a campaign delivered to 1,000 people, 43 more people will interact with your direct mail than your emails.
You're missing out if you push your entire marketing budget into email—especially when direct mail can be more cost-effective.