It’s hard to believe, today, that not so long ago, many a pundit were sounding the death knell for the Direct Mail as a useful Marketing tool. This rather dire prognosis was inevitable. The emergence of exciting Digital Marketing tools; including Social Media and Email Marketing appeared to spell doom for the more earthbound Direct Mail.
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Contrary the doomsday predictions that we mentioned at the top of this article, Direct Mail has actually come into its element over the past decade. The reason for this is one word; “Trust.”
So, what are some of the reasons why consumers continue to have a high level of trust in Direct Mail when compared to other Marketing tools? Well, here are some of those reasons;
Long before there was Digital Marketing, there was Direct Mail. Indeed, Direct Mail can be regarded as being as old as paper itself. What this means today is that Direct Mail has had a head start in terms of cultivating trust in consumers.
A direct result of this is that people are much more likely to trust messages that come in print form. Research indicates that advertisements that are printed on paper have a unique way of interacting with people’s brains. They generate stronger emotions and can easily be understood by the human brain. The brain is, therefore, a major reason why people trust Direct Mail.
Another of the reasons why Direct Mail has garnered so much trust among consumers is the fact that it is highly targeted. In the world of Marketing, there is really no reason for you to run a hit and miss campaign when it comes to advertisements. Indeed, such an approach sets you up for potential failure or, at the very least, low Returns on Investment.
Precise targeting allows you to send out your ads to people who are likely to respond to them positively. This is important, and helps build trust between consumers and brands. Even if an individual does not respond to your call to action at that particular time, it is more than likely that, where the ad is relevant, the information that you provide will be stored for future reference. This, in most cases, marks the beginning of brand loyalty.
With Direct Mail, people actually have something that they can touch and feel. That is one of the major reasons why people tend to be much more trusting. This tangibility is not available when it comes to most Digital Marketing platforms.
It is clear, from the foregoing, that Direct Mail should be at the core of any Marketing effort. This method of reaching out to customers has been around for some time, and people have learnt to trust its ability to help them make informative decisions. The rush by those in Marketing to embrace Digital Marketing has, over the past few years, however, meant that attention has not been paid to the potential benefits that come from embracing Direct Mail. This should, however, not be the case. You just need to look at the level of trust to which people hold Direct Mail to realize what you are missing out on.