eA large percentage of companies today invest in email marketing. Considering how prevalent email is, it makes sense, right? Then there’s always the assumptions of, “Customers never buy things through the mail” and “Large businesses don’t need to use direct mail anymore.” Even with email marketing being an ever-growing trend, does it really replace direct mail efforts? The fact is that direct mail can actually enhance what our web technologies bring to the table. For example, direct mail does an amazing job of getting leads to visit a webpage, encouraging customers to buy online, or simply collecting information from prospects. As explained in this article from Entrepreneur, direct mail isn’t going anywhere for a long time. Keep reading to learn the four reasons why you should pursue direct mail marketing in place of email.
- Inbox overload – How many emails do you get a day at work? Maybe as many as 100? For some folks, it could be much more than that. Now, how many emails do you get via your personal account? It could be just as many. You may not realize it, but chances are that you rarely click through and read each of your emails. In fact, you’ve gotten into the habit of hitting “Select All” and “Delete.” Keep in mind that potential customers have the same mindset when it comes to emails. They sort through all the news, updates, offers, and any personal communication in seconds. That said, do you really think every email marketing campaign is going to result in success? Probably not. Physical mail, on the other hand, presents a major opportunity. In the article, a study is cited that shows 98 percent of people check their mail daily. What’s more encouraging is that nearly 80 percent of folks sort through their mail as soon as they get it. With traditional mail, there’s not as much burnout and disinterest in potential customers as there is with email marketing.
- Personal touch – Once someone has your mail in hand, you literally have seconds to make an impact. Not only do they have other mail to get through, but they probably have a family to be with, a meal to cook, or hundreds of other more important things to do. That’s why it’s imperative to use direct mail to talk directly to prospects. Let strong, yet personal sales copy encourage them to go to your website.
- Increased trust – There have been a number of major data breaches this year. As great as increased technology is, it also presents a concern for privacy. Phishing scams deter people from opening anything with attachments and shady links. Not to mention, spam filters gobble up email images in a heartbeat. Frankly, it’s anything but easy to stand out in an email, let alone wow a prospect. Strong headlines, fancy product photos, and multiple attachments can only do so much. With direct mail, though, the possibilities are endless. Let your creativity run wild as you get them to the point where they must know more.
- Ideal delivery – Let’s say that you own a jewelry store and want to be sure you cover all the bases for Valentine’s Day. A piece of direct mail can be so much more impressive than an email. From colored envelopes to fun fonts, the options are intriguing. You can even pique curiosity instantly thanks to dozens of envelope shapes, sizes, and dimensions. Have you thought of including freebies with your mail to help promote the business? Small gifts can be easily included in direct mail. You can’t do that with email marketing, unfortunately.
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By no means should you think that direct mail is a dying breed. If you really want to set yourself apart from competitors, you can’t just rely on email marketing like everyone else. Research shows that direct mail connects with customers on a deeper, emotional level and provides a much higher response rate.
So how do you get started? At Worcester Envelope Company, we create your ideal direct mail envelopes. These aren’t the same mailing envelopes you would find at a grocery store or office supply store. We understand that your business requires a customized solution to ensure that the first impression you make is a great one. From marketing envelopes and custom printed envelopes to business envelope printing and personalized business envelopes, Worcester Envelope Company is your one-stop shop for growing a business.
We are here to meet your most demanding communication challenges with direct mail marketing. Worcester Envelopes will enable your message to be received, opened, and acted on without any hassle. Learn more about Worcester Envelopes today. As an industry leader for 125 years, we have combined our skills of the past with the technology of the future. See how we can make your next direct mail campaign a huge success.