Why Direct Mail Delivers
Why direct mail delivers
Did you know that an email has an average lifespan of two seconds? A piece of mail, on the other hand, has an average lifespan of 17 days.
It would appear that as so many aspects of our daily lives are now digital, it’s becoming harder to gain a person’s interest over the internet. With such a huge variety of digital content battling to gain our attention, the marketing world has come full circle- it’s now once again the physical letter falling through our letterboxes that has the power to make us pause and read.
A survey by Royal Mail found that 87 per cent of people find mail more believable than email (at 48 per cent).
Due to an increasing number of online scams, email marketing can sometimes be preconceived as untrustworthy, which can result in emails being ignored or dismissed almost instantly. The survey also found that 63 per cent of people were more likely to take a brand’s marketing message seriously if it was delivered via direct mail, which can make all the difference when trying to secure those important sales.
Physical mail is targeted and tactile, which allows a personal connection to be made with your audience. The fact that your company has taken the time, effort and money to create pieces of mail, especially if personalised, can really reach out to consumers emotionally. Royal Mail found that 17 per cent of people felt appreciated by a brand that sent a marketing email, compared to 57 per cent of people who said direct mail marketing made them feel appreciated. Making your target consumers feel valued is obviously a key aim of marketing, as this two-way relationship will keep your brand in the forefront of their minds.
Direct mail has been proven to increase ROI by as much as 12 per cent (Royal Mail Market Reach, The Private Life of Mail) when added to your marketing mix. At Encore, we can provide you with the perfect envelopes to communicate your brand effectively to your target audience and maximise on the opportunity offered by direct mail.