According to digital marketing experts, Americans are exposed to 4,000 to 10,000 different types of advertisements and marketing materials every day - and the majority of them come from digital platforms such as the television, radio, email, websites, and social media platforms. But despite this huge number of ads, less than a hundred of them actually pass through people’s “attention wall,” while only a handful really get remembered per day.
If you really want to make your mark and be remembered by your target audience, each advertisement you spend your money on must be creative, innovative, and memorable - and sometimes, this can all be achieved offline via direct mail campaigns.
Although most people spend the majority of their time online, the allure of checking your mailbox and looking through your pile of letters and packages still holds true up to this day, and this is why direct mail marketing is still effective. According to the Association of National Advertisers, direct mail yields a response rate that ranges from about 5 to 9 times greater than that of email, paid search, or social media - a higher response rate than any digital direct marketing medium.
A study also said that the brand recall was 70% higher for participants who were exposed to direct mail ads rather than their digital counterparts and even yielded a higher motivation score.
This only goes to show that direct mail marketing still has a place in today’s marketing world - even though sometimes it may feel like digital marketing is the only way to go. Here are some ideas to help get you started:
If you really want to make your mark and be remembered by your target audience, each advertisement you spend your money on must be creative, innovative, and memorable - and sometimes, this can all be achieved offline via direct mail campaigns.
Although most people spend the majority of their time online, the allure of checking your mailbox and looking through your pile of letters and packages still holds true up to this day, and this is why direct mail marketing is still effective. According to the Association of National Advertisers, direct mail yields a response rate that ranges from about 5 to 9 times greater than that of email, paid search, or social media - a higher response rate than any digital direct marketing medium.
A study also said that the brand recall was 70% higher for participants who were exposed to direct mail ads rather than their digital counterparts and even yielded a higher motivation score.
This only goes to show that direct mail marketing still has a place in today’s marketing world - even though sometimes it may feel like digital marketing is the only way to go. Here are some ideas to help get you started:
Catalogs
Catalogs come in different shapes and sizes but they all provide a detailed information about the product along with images, and ordering and contact information. With a compelling narrative and engaging images, catalogs can actually be more effective than other types of marketing materials.
These may seem like an outdated way to go but according to a recent study by the Data & Marketing Association (DMA), millennials - the rising consumer age group today - are actually very interested in receiving catalogs in their mailboxes.
According to Neil O’Keefe, the association’s senior vice president of marketing and content, catalogs are actually better at driving sales than other forms of digital marketing. It’s so easy for millennials to appreciate imagery found in catalogs. That’s why the response rate is way different than what people usually experience when seeing a display add or an email.
These may seem like an outdated way to go but according to a recent study by the Data & Marketing Association (DMA), millennials - the rising consumer age group today - are actually very interested in receiving catalogs in their mailboxes.
According to Neil O’Keefe, the association’s senior vice president of marketing and content, catalogs are actually better at driving sales than other forms of digital marketing. It’s so easy for millennials to appreciate imagery found in catalogs. That’s why the response rate is way different than what people usually experience when seeing a display add or an email.
Postcards
Sending out postcards is another powerful direct mailing method. These are much smaller than catalogs at 3.5” x 5” to 4.5” x 6” and can come in glossy, matte, and un-laminated versions which makes them compact and easy to read. These are also cheaper than other forms of direct mail since it requires less materials, but they yield almost the same results.
Based on a DMA report, postcards used in mail campaigns have a 5.1% response rate with a return of investment of 29%. Another report also said that 73% of households agree that if an unknown business would like to get in touch with them, direct mail would be the best way to take because they block spam and phone calls from unknown numbers.
This means that postcards can be a very effective marketing material for promotions and events if done correctly. You can even choose to make the content interactive by adding a clear call to action for your intended consumers.
Based on a DMA report, postcards used in mail campaigns have a 5.1% response rate with a return of investment of 29%. Another report also said that 73% of households agree that if an unknown business would like to get in touch with them, direct mail would be the best way to take because they block spam and phone calls from unknown numbers.
This means that postcards can be a very effective marketing material for promotions and events if done correctly. You can even choose to make the content interactive by adding a clear call to action for your intended consumers.
Business Cards
Business cards may be small but they are still a viable way to promote your company and your brand - with the right content and design. These handy cards can still affect how consumers perceive your company. In fact, 39% of people will choose not to do business with a company whose business card looks cheap and not well taken care of.
You can never get a second chance to make a first impression. So whether your business card is standard or premium, monochrome or multi-colored, symmetrical or asymmetrical, make sure that it is creative and memorable enough for your customers not to overlook it.
You can never get a second chance to make a first impression. So whether your business card is standard or premium, monochrome or multi-colored, symmetrical or asymmetrical, make sure that it is creative and memorable enough for your customers not to overlook it.
Flyers & Brochures
Flyers and brochures can be treated as a more concise, product-specific catalog. These usually contain a certain product’s detailed information, a promotional event, or even a special menu.
With a functional design, a compelling cover, and a clear objective, flyers and brochures can actually be more effective than a catalog or market-specific email. Especially since according to DMA, direct mail marketing, on average, garners up to 37 times more responses than email.
On top of these, flyers and brochures tend to be more cost-effective and can easily be created based on your company’s branding and design, so it can be easy to personalize depending on your target market.
With a functional design, a compelling cover, and a clear objective, flyers and brochures can actually be more effective than a catalog or market-specific email. Especially since according to DMA, direct mail marketing, on average, garners up to 37 times more responses than email.
On top of these, flyers and brochures tend to be more cost-effective and can easily be created based on your company’s branding and design, so it can be easy to personalize depending on your target market.
Promotional Products
According to an ASI Ad Impression Study, 85% of people surveyed remembered the name of the company that gave them a promotional item. It was also reported that consumers are 2.5 times as likely to hold a positive impression of a company that gave them a promotional product via a direct mail campaign, versus those that only showed them a digital advertisement.
These promotional products can range from simple pens, shirts, tote bags, and mugs, with your company’s logo on it, to tech products such as flash drives, power banks, and speakers customized to fit your brand’s design. With the help of companies such as DFW Printing Company Inc., it is now even easier to mass-produce these items to attract more consumers.
So if you have a bit more budget for marketing materials, promotional products are another effective way to go.
Millions of dollars go to paid advertisements every single day only to be lost in an ocean of other marketing materials. People are used to seeing thousands of ads first thing in the morning up until right before they close their eyes at night to the point that it has already become oversaturated and they do not even really register anymore.
But despite the seemingly wide reach of internet marketing materials, studies have shown time and time again that direct mail marketing is definitely still relevant - especially to the younger generations.
In the vast ocean of marketing, how will you make your brand stand out?
These promotional products can range from simple pens, shirts, tote bags, and mugs, with your company’s logo on it, to tech products such as flash drives, power banks, and speakers customized to fit your brand’s design. With the help of companies such as DFW Printing Company Inc., it is now even easier to mass-produce these items to attract more consumers.
So if you have a bit more budget for marketing materials, promotional products are another effective way to go.
Millions of dollars go to paid advertisements every single day only to be lost in an ocean of other marketing materials. People are used to seeing thousands of ads first thing in the morning up until right before they close their eyes at night to the point that it has already become oversaturated and they do not even really register anymore.
But despite the seemingly wide reach of internet marketing materials, studies have shown time and time again that direct mail marketing is definitely still relevant - especially to the younger generations.
In the vast ocean of marketing, how will you make your brand stand out?