It's no secret that consumers are overwhelmed and fatigued with digital marketing. It comes at them relentlessly through social media, email, and online ads. Think about how often and how fast you dismiss and delete any given marketing message.
Our clients and prospects likely feel the same frustration, which presents print service providers with a great opportunity.
In How Mailing Can Prevail Against Digital Fatigue, NAPCO researchers found compelling reasons for companies to use even more direct mail. These statistics can help make a good case for print when presenting to your clients.
Reasons Why Marketers Use Direct Mail to Overcome Digital Fatigue
Some of their findings about using direct mail to overcome digital fatigue include:
High Engagement and Conversion Rates
62% of consumers surveyed in the 2022 State of Direct Mail Report from Lob and Comperemedia, say direct mail drove them to act on a marketing message.
Superior Return on Investment (ROI)
According to the 2023 State of Direct Mail Report, 74% of marketers report that direct mail provides the best ROI compared to all other channels they use. For every $167 spent on direct mail, nearly $2100 of products or services are sold.
Use this direct mail calculator to plan campaigns and estimate ROI.
Captures Attention
Nearly 70% of respondents said that print is used in their campaigns specifically because it captures attention.
Tangibility = Effectiveness
Direct mail's tangibility makes it less likely to be ignored compared to digital media, with more than half (52%) of respondents stating they have used print in the past and achieved results with the medium.
Longevity
The average lifespan of an email is 17 seconds, while direct mail stays in the hands of consumers an average of 17 days.
High Open Rates
Direct mail has an open rate of up to 90%, significantly higher than email's 23% average open rate.
43% of households say that not only do they open print catalogs, they read them, with an additional 21% saying they set them aside for later. (Household Diary Study - Mail Use and Attitudes 2022)
Personalization and Customization
Advances in digital printing and finishing technology allow for high levels of personalization and customization in direct mail campaigns which further enhances engagement and conversions.
Digital channels simply can't match some of these results.
Plus, when you consider that direct mail only needs an average 1.9% response rate to be considered effective, (Data & Marketing Association 2020 Response Rate Report) direct mail should be a significant part of every companies marketing strategy.
That doesn't mean digital channels should be ignored or minimized. Instead, they should be part of omni-channel campaigns that include direct mail and any digital medium that's important to the client.
In fact, 60% of marketers surveyed in The Future of Direct Mail White Paper said that combining digital with direct mail increased ROI. That's due in part to 40% saying that cross-channel campaigns increased conversion rates, and 68% saying it increased website visits.
What's the catch?
Robust software solutions are required to handle the complexity of direct mail campaigns. This includes data and list management, versioning, and personalization.
It also requires a good working knowledge of postal regulations to get the best possible discounts for clients. We've found that sometimes even experienced mailers miss some of the postage discounts we routinely get for clients.
✔️ When you work with Western Trade Printing, you don't need to worry about learning and managing mailing software and mailing equipment.
✔️ You don't need to worry about properly setting up customization and personalization.
✔️ You don't need to worry about updating lists or managing data. You don't need to spend time finding the best possible mailing discounts.
✔️ You can simply send us your files and we do the rest.
A Special Offer for Better Direct Mail Postage Discounts
We don’t normally evaluate a mail list until a job is ordered.
However, if you want to prove (or improve) your value to clients, we will gladly take your historical list or recent mailing and we will run it through our process to provide you with OUR results.
You might be surprised at what you can save. These savings can be a powerful way to win more and bigger direct mail projects from clients and and prospects.
Simply send us your artwork and list from a recent mailing and we'll show you what you might have saved. Call our Estimating Department at 559-251-8595 ext. 1 to get started.
