While some marketing information sources claim that print advertising and direct mail are no longer viable options, the truth of the matter reveals something else. Records indicate that direct marketing is currently experiencing a resurgence in popularity and effectiveness.
Multiple reasons exist. One of the main reasons seems counterintuitive. The exploding popularity of digital communication through email, social media, and texting, has become so ubiquitous that print now seems new and fresh. Direct mail can surprise those who are used to doing business only on their computers and smartphones.
Marketers see the trend shifting back to direct mail if they run multiple campaigns including print and business email marketing. Older professionals can remember when email marketing first began and how everyone jumped on that bandwagon to attract new attention and boost their conversion numbers.
These days, people are no longer thrilled by email contacts, electronic newsletters, and social media posts. As long as the print piece is professionally designed and written, one will attract more attention than just another come-on in the email inbox. While physical mailboxes use to be stuffed with ads, it is now the virtual mailbox that is overflowing.
Another excellent reason why direct mail’s popularity and power are increasing is new technology in the printing world. Production costs are down and designs are infinitely flexible so companies can market their goods or services using structure and design that suits their particular needs best.
While these reasons are viable, collected data about direct marketing backs up the claim that print is once again becoming a forerunner of the marketing game. Consider these statistics:
1 – Cost Per Lead is Competitive
According to the Direct Marketing Association, companies using direct mail spend an average of $51.40 for print mail campaigns, $52.58 for search engine ads, and $55.24 for email ad options. These statistics clearly show that print direct marketing is affordable and competitive with other options.
2 – Response Rate to Print Exceeds Email
The DMA also reports that an average of 3.4% of all print mailer recipients convert. Anyone in the advertising world knows that and is an impressive rate, especially compared with the .12% response rate for business email marketing. Other statistics put direct mail response rates around 2% but various forms of virtual advertising even lower.
3 – American Consumers Want Print Direct Mail More
In a survey completed by Ritter’s Communication, half of the people polled reported being more attentive to direct mail than other options. Epsilon also reports that 50% preference in their US studies.
4 – Print Launches and Rebuilds Relationships
From Ballantine, up to 70% of consumers who have done business with a particular company in the past will use them again after receiving a mailer. About 40% say they will take a chance with a new company based on the mailed piece alone. According to Target Marketing, direct mail has a 34% acquisition rate for bringing in new customers or clients.
5 – Most Business to Business Marketers Use It
Its effectiveness and popularity can be measured and show definite correlation. A study by the Earnest Agency found that 74% responded highly favorably when business to business companies were asked if direct mail was effective. The numbers for live events and email options stood at 72% and 71% respectively. Another study boosted the number of B2B marketers who found print to be highly effective all the way up to 79%.
6 – Response Time Shorter For Print Mail
Not only do companies get a higher rate of response with printed mailers, research also shows that the response is quicker. A poll from Direct Marketing Association showed that 85% of consumers sort the letters, packets, and postcards in their mailbox every day and 79% of them take action on interesting items immediately.
These statistics combined with all the positive anecdotal evidence within the business to business print and email marketing community clearly shows that this supposed decline of print direct mail is a myth.
As consumers and contacts at other companies become inundated with email contacts, their attention dwindles and they become disenchanted with the marketing messages delivered in that fashion. Direct mail marketing is regaining popularity and power for businesses who want to improve response rates and times and convert more every day.
