There is a lesson to be held in the old adage about “slow and steady” winning the race. In the fast-paced world of digital media and online marketing, direct mail campaigns still have significant sway in the business world. From postcard mailers to introductory letters, direct mail remains an effective and economical means of reaching new and established customers. Traditional mail delivered to businesses and individuals may seem slower than email, but mailboxes have the advantage of not having a spam filter.
Whether your business relies on direct mail or email, the most crucial information to reaching customers is having correct addresses. Nothing can stop a direct mail marketing campaign in its tracks like returned mail. Knowing where to turn for verified customer information begins with a data management partner with the trusted resources for accurate data. Rely on CLEAN_Address technology from RunnerEDQ to ensure the delivery of your most important content.
Direct mail marketing achieves positive and reliable contacts to maintain and expand customer interactions that have the potential to generate leads, sales, and business growth.
Increase Response Rates
When it comes to producing verifiable results, direct mail consistently ranks above email. Despite a declining trend over the past decade, direct mail marketing remains 30 times more effective than email when it comes to reaching potential customers. Cluttered digital inboxes, spam filters, and scams have eroded email’s value in the world of direct marketing.
In addition to reliability and productive responses, direct mail marketing carries prestige and presence. Recipients generally view the physical nature of traditional mail as originating with reputable business at an established location. Email, on the other hand, can originate from anywhere and with anyone, creating an immediate perception of skepticism and consumer trust issues.
Reasons to Stick with Direct Mail Marketing
Perhaps the foremost reason to rely on direct mail stems from how the mind processes information. The tactile experience that comes with reading aids in memory. Consumers have better recall of physical mail over email, and that may explain direct mail’s advantage over email. Many other benefits come with marketing through traditional postal routes.
The Personal Touch
The durability of paper and an ad that can be pinned to a refrigerator as a reminder remain in the consumer’s environment longer than an email screenshot or digital ad that disappears at the next click.
Exclusive Space
Direct mail does not have to compete for screen space on a digital platform like email marketing, and once in hand, it has the ability to capture the reader’s full and undivided attention — if only for a moment.
Build Trust
From cardstock flyers to embossed letters, recipients of direct mail place more trust in physical ads because the digital marketplace is over saturated with content from too many unknown sources.
Data Driven
With access to the right address lists and information, a direct mail marketing campaign can be a highly targeted tool that reaches specific consumers based on demographic information.
Direct mail carries a wide range of valuable marketing benefits and provides a reliable and functional alternative to email and other digital tools.
Successful direct mail marketing begins with accurate data, verified addresses, and quality sourced information. Rely on RunnerEDQ and discover how data management and support services can help deliver your business’s message to a viable and responsive audience.