Direct Mail and Print Are Important Parts of a Modern Day Marketing Campaign – Even In Today’s Digital Age
The world as we know it has gone digital in so many ways, but do not underestimate the power of direct mail and printing when promoting your business or brand.
Direct mail during the Covid 19 pandemic is experiencing a new high, with response rates that are strong and conversion rates that are on an upward trend. During the pandemic, with the dramatic drop in live activities, events canceled, and business doors closed, people are working from home more, shopping from home more, and traveling less.
These trends are coming together to make direct mail and print more effective than it’s been in years. Direct mail from Hatteras can bring these trends to you.
What Is Direct Mail?
What is meant by direct mail? Direct mail is a form of direct marketing that's delivered physically to a prospect's mailbox through the United States Postal Service or other delivery service. Postcards, flyers, brochures, and catalogs are common examples.
Direct mail is effective because it WORKS! Hey, we all love email too, but pulling a physical, printed piece of mail from your mailbox creates a tingling sense of anticipation that digital communication just can’t match.
Most Americans describe getting mail in their mail boxes as a “real pleasure.”
The Measurable Advantages of Print and Direct Mail
Print advertising and direct mail work effectively when reaching consumers. Statistics from the Data and Marketing Association (DMA) back this up.
- DMA reported direct mail response rates in 2020 were around 9%, which is over 4 times higher than email. Beyond response rates, Forbes estimates that 42% of recipients read, or scan, the advertising mailers they receive in the mail. This is over 4 times the number of people that open an advertising email.
- The return rate reported in 2021 for email and text marketing is around 0.5 to 2%. That means if you send an email to 100 people, on average two will respond and maybe one will buy. These response rates pale in comparison to direct mail. Consumers respond to direct mail 5-9x times more often than email. Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
- On average, a direct mail advertisement stays in a home about 17 days before being recycled or put in the trash. Compare that to email or text messages that are discarded in an instant and you can see why direct mail advertising is so much more effective.
The Immeasurable Advantage of Print and Direct Mail
Another advantage is that most people believe that direct mail is more personal than online communications. Most Americans like receiving mail about new products. Visualizing the message in printed form has proven to be a more effective and a much more credible form of communication. 58% of consumers say direct mail makes them think about products and brands.
Ready to Take Your Direct Mail and Print Marketing to the Next Level? Hatteras Has What You Need
At Hatteras, our customers achieve response rates as high as 30% on mailings of as little as 2,500 hyper-targeted pieces. Direct mail is a great tool when used in conjunction with other marketing campaigns. It can convey a message, develop a brand, generate short-term return, and even gather important information.
Take your direct mail and marketing to the next level. Reach a knowledgeable and experienced mail and print professional at Hatteras, Inc. and get sound advice on your next direct mail campaign. Contact us today at 313-624-3300 or connect with a direct mail specialist.
About Hatteras Inc.
Hatteras, Inc. is a full-service design, data, apparel, print, and mail company headquartered in Plymouth, Michigan. Hatteras services major corporate partners in a broad cross-section of industries from automotive to healthcare to direct marketing to the public sector. Hatteras specializes in high-quality offset, digital, screen and large format printing. For more information, visit www.4hatteras.com, call 313.624.3300 or email firstname.lastname@example.org.
Contact Us and a Hatteras expert will be in touch right away. Or call (313) 624-3300.