These days you’d be forgiven for thinking that DM refers to direct message rather than direct mail. But DM (the tactile kind) is back with a boom as businesses strive to cut through digital noise and attract new customers using old school tactics.
Everyday we’re bombarded with hundreds of digital messages through our devices. Emails, ads, and clever kinds of remarketing (the ads that stalk us around the web, following our digital trail!).
But savvier brands know this, and they also know that spending thousands of pounds on digital marketing might not deliver the ROI that they need, and so big brands like Google and Amazon, who traditionally started out online, are exploring direct mail as part of their omni-channel approach.
Royal Mail have recently published an insightful report titled ‘Physically Irresistible’ which looks at the value of printed mail campaigns, along with showcasing some of the most successful mail campaigns of recent years.
The report discovered that over a 12-month period 38% of consumers bought or ordered as a direct result of receiving mail, and that targeted letterbox media also multiplied the marketing efficiency of other channels.
The report also revealed that 70% of consumers say that mail makes them feel more valued by a brand than email. Its very tactility makes brand experiences richer and more memorable, with the result that 49% more consumers recall receiving a piece of mail than they do an email. Perhaps most impressively of all, neuroscience revealed that the brain responds more strongly to mail than to social media or email.
Direct mail is far from dead. In fact, never has there been a more opportunistic time to test and learn from printed mail campaigns. With advances in printing techniques, mailers can be personalised and printed in conservative volumes, and campaigns can be designed to target small groups of prospects that would be most receptive to certain products and services.
If you’re interested in testing out a direct mail campaign for your business, get in touch today.
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