Does Direct Mail Work?
Not sure whether direct mail actually works? We have study after study backing us up. On average, your prospects will receive 27 emails in their personal account alone. Include business emails, and that number easily doubles.
On the other hand, each person receives an average of three pieces of mail a day. If you’re looking to help your business make a big impact, it’s clear which format you should be using. Not only will your message stand apart from the din, customers actually prefer to receive offers and news through direct mail.
Why this preference?
Direct mail makes prospects and clients feel more valued. Mass emails are all-too-common and it requires little additional effort to add one more email, so being added to an email list is often perceived as negative. Direct mail, however, requires somewhat more effort, especially if the mailing is personalized with their name and other information. Receivers rightly feel that those who take the time to create a mailing truly do care about their clients.
What’s more, the tactile act of holding a physical piece of paper rather than reading on a screen is scientifically proven to make a message more memorable. Consumers are able to connect emotionally with the physical message, making it more likely they’ll act on that brand when presented with it later. Online, the message is often quickly and easily forgotten.
Finally, you can’t argue with the numbers. ROI from direct mail far surpasses that of email or other digital media. Studies from the Direct Marketing Association consistently show that viewers are nearly 30 times more likely to act on a direct mailing than an email. This may be because of the emotional connection direct mail creates or it may be because, while an email is often deleted or ignored, direct mail that is relevant to a home often stays in the household for a full month. During that time, the family is constantly reminded of the services offered on the mailing.
While Corefact offers a range of postcards for every occasion, we specialize in creating cards that people will want to keep. Whether it’s a sports team calendar, a favorite recipe, or a detachable business card, our clients are kept at the top of their leads minds for a long period, increasing the odds that these mailings will be effective in turning prospects into clients.
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