Article

David Amor
David Amor 15 April 2016

Why Direct Mail in the 21st Century?

Does Email really connect with customers the same way Direct Mail does?

Why Direct Mail in the 21st Century?

 

Is Direct Mail old fashioned? Tired - past its Prime? Overtaken by e-mail?

The above are typical of comments heard over the last few years. 

The main comparison marketers undertake is between e-mail and direct mail - they both have their strengths and weaknesses so let’s explore this.

There is no one way to undertake your marketing – you should be using all the relevant methods available to communicate and sell that are open to you. Research proves that using more than one method together increases effectiveness by on average 24% over using the individual methods on their own.

Gtech.jpg

E-mail
It’s fast, quick, low cost and research shows people prefer it as a method of communication when they know the organisation that is contacting them. In the UK 2015 average open rates were 19.4% (consumer products faired better at 27.3%) and a unique click through rate of 16.9%. Only 20% of those who received the e-mail actually clicked through to the website. Where you have a relationship with the individual, results improve and the top performers had an open rate of 38.6%.

We know e-mail can and does work but the sheer volume of clutter in an inbox, shows that e-mails are great at communication mainly if the recipient knows you.

However setting out to build a business and generating new enquiries is far more difficult due to low open and response rates. 

Direct Mail
With 100% delivery, 56% of people believe that printed marketing is the most trust worthy form of communication, 66% of consumers keep their mail for over 2 weeks. Even in a digital world direct mail gets 44% of recipients to go your website. Average response rates are 4%. Overall 7% of receivers will take some sort of action.

Research undertaken at Bangor University looked at how the brain reacts to printed material versus virtual stimuli.  The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, helps to develop more positive brand associations, the materials have a more personal effect, and therefore aid motivation.

Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print provides a great opportunity to build business.

David Amor is author of Direct Mail 101 – a book that contains proven steps to explode your profits both online and offline. He is the Managing Director of First Move direct marketing, a leading mailing house located in the Thames Valley. http://www.firstmove.co.uk

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more