In today’s connected world, there are countless avenues for reaching your audience online. One of the most popular is email marketing, which allows businesses to take advantage of a direct line to audience inboxes. Digital messaging has become a de facto force in contemporary marketing strategy. Direct mail, a once-dominant fixture in marketing, may seem to be a thing of the past. No one seems to send snail mail anymore. And thatis precisely why direct mail marketing is making a comeback.
With email marketing’s high ROI, it’s no wonder that savvy marketers take advantage of this digital marketing tool. But email’s popularity can also be a double-edged sword. Overflowing inboxes can mean that your message is competing for time and attention – and may be getting lost in the noise. And because email so often gets checked on-the-go and amidst other activities, distracted recipients may not be able to give your message their full attention.
Direct mail, on the other hand, benefits from less competition. Mail volume has decreased by almost 20% over the last decade. Mailboxes are getting emptier, which means that materials received there garner more attention. The act of checking a mailbox and sorting through its contents adds a tangible aspect to the process that electronic communication lacks. Because physical mail must be handled and considered, a message sent via direct mail is more likely to be looked at by the addressee. Often, direct mail is afforded a literal place at the table, to be read later at the recipient’s leisure. Plus, the content of a direct mail piece no longer has to be one-size-fits-all; variable data printing technology means that each piece of mail can be personalized for the recipient.
So, should marketers abandon email and go back to only using direct mail? Of course not. But, choosing to use both channels in tandem to reach your audience is a way to combine the benefits of both, and can lead to increased awareness and higher response rates. To ensure that your message is received and retained, it must be reinforced. Sending it more than once, and doing so through multiple channels like email anddirect mail, is a tactic that will help your business stand out from the competition.
Need help making sure your marketing messages are getting noticed? Contact Arco + Associates online or call 636.527.9254.