We’ve all heard the phrase “standing the test of time.” Well, what that phrase is really speaking on is something that remains valued and useful over a long period of time. The things that don’t seem to stand the test of time are these little things called “trends.” Trends are temporary fads that only last for a short period of time that people make them relevant… when people lose interest, that particular trend fades away and no longer holds any type of value.
Things like music, a little black dress, and diamonds, are all things that have stood the test of time but do you know one thing that not too many people think of as standing the test of time? Well, in the world of marketing, direct mail marketing is a timeless treasure that was relevant way back when and is still relevant today, rightfully earning the classification of “standing the test of time.”
In a world where everything is done online, the idea of using paper in businesses is slowly becoming a prehistoric afterthought. It’s businesses with that type of mindset towards direct mail marketing that end up not reaching their full marketing potential.
Back in the Day…
Before email marketing, blogs, smartphone marketing, SEO, and landing page marketing became a “thing,” you had direct mail marketing. Now, I’m not saying to dismiss the tremendous ways that technology has enhanced business success rates by way online marketing, but I’m also saying to not dismiss where those technological advancements derived from.
Companies wrapped up in the digital world of marketing that has an ounce of success feels like they have the secret weapon to good marketing. Well, how do you feel about that? Do you feel that there is actually a “secret weapon” to the world of marketing?
A lot of people feel that it really just depends on the company because there are several different ways to get your company or product “out there” but what worked for one company may not work for another, so it’s really a case of trial and error… but do you know a sure fire way that always reaches people? Direct mail marketing.
Take a look at the reasons why you shouldn’t dismiss direct mail marketing so quick even though we live in a world of digital marketing.
Direct Mail is a More Personal Approach
Companies don’t realize it but direct mail marketing strategies is actually a more personal way to reach customers. Any company can send a mass email to people but do you know what happens to a lot of those emails? Well, depending on how people have their email notifications set up, those emails can go straight to the spam box, or people will unsubscribe from those marketing efforts because they’re receiving too many emails.
Not only that, but the emails just feel artificial. There are almost always errors regarding the recipient’s name and the email contains content that isn’t relevant to the customer’s needs… that can speak volumes when it comes to personalization. I mean, don’t you enjoy getting an actual birthday card in the mail, versus a happy birthday text or email? Most people prefer the actual card.
People Trust Direct Mail More Than Digital Marketing Efforts
In marketing campaigns, gaining a customer’s trust is a top priority. People are more likely to trust direct mail versus digital marketing because it doesn’t look as suspicious as digital marketing efforts. If anything looks suspicious, they’re going to mark it as spam, without even looking at it fully.
Suspicious emails are notorious for being opened and giving computers viruses… with direct mail, people are at least going to look over it and read it before throwing it away. Even if they do throw it away, they still have a mental image of what they just read and it will linger in the back of their minds.
According to livescience.com, the human brain can process an image that’s been seen for a mere 13 milliseconds. So if a direct mail recipient looks at a piece of mail for at least 13 milliseconds and then throws it away, the image of that company, product or service will still be in their head.
Holds a Heavier Influence Across Multiple Demographics
Direct mail has a heavier influence across multiple demographics. The younger generation still responds to direct mail, especially at apartment complexes, but they seem to gravitate towards the digital world. Now, the older demographic, particularly the “baby boomers,” respond very well to direct mail marketing strategies.
They’re a demographic of people where some aren’t too tech savvy and don’t care to be. They enjoy reading newspapers and can appreciate a good piece of mail inviting them to join their local Silver Sneakers group fitness class. It all depends on the person.
There are actually several more reasons why direct mail marketing isn’t dead, these are just a few reasons why companies shouldn’t just dismiss this marketing effort all together just because digital marketing “trends” seem to be more appealing right now. Don’t give into the trends. If you want a consistent marketing effort that has stood the test of time, utilize direct mail marketing efforts.
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