The latest data shows that American adults spend an average of 482 minutes—or about 8 hours—using digital media each day (Statista).
That’s a lot of screen time.
So, it’s no surprise that the struggle is real for marketers working to overcome digital advertising fatigue. One way to combat digital overload and make breakthrough connections with your prospects and customers is by using the engaging power of direct mail.
Here’s why direct mail is essential for brand marketing in 2022.
Not only is direct mail a refreshing change from on-screen advertising, but it also has a lot less competition than digital. According to the United States Postal Service, the average American household receives only 454 marketing mail pieces per year. Even more, reasons to use direct mail.
- It’s effective. Up to 90% of direct mail gets opened, compared to only 20 to 30% of emails (Data & Marketing Association).
- It’s convenient. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want (Epsilon).
- It’s cost-efficient. Emerging print and ink technologies help keep production costs in check. Direct mail delivers a powerful punch. Regarding response rate, direct mail offers a 112% return on investment (Data & Marketing Association).
- It’s backed by science. Neuromarketing research by Temple University shows that physical advertisements influence consumers more than digital. Their tactile format leaves longer and deeper impressions in the brain, producing stronger recall and desire for a product or service.
With all those advantages stacked in its favor, direct mail is an excellent marketing tool for B2B and B2C brands in 2022.
Here are four best-practice tips to help you maximize your next direct mail campaign.
1. Combine with digital channels.
While only 44% of people can recall a brand immediately after seeing a digital ad, a compelling 75% of people who receive direct mail can identify the brand (Marketing Profs). What’s more, advertising mail is kept in a household for 17 days on average (Mailmen), presenting a constant reminder of your brand and product. When you reinforce that daily brand recognition with digital touches on social media or email, recipients are more inclined to visit your website, social site, or brick-and-mortar location to make a purchase.
2. Go big.
Last year, the USPS increased the maximum allowable size for a First-Class Mail® postcard to 6 x 9 inches. This change offers more brand marketing opportunities via a larger canvas for your message. Plus, the oversized postcard stands out among the standard-sized letters in your prospects’ mailboxes.
PRO TIP. To be sure your direct mail gets the desired results, follow the rules of content engagement. Make it easy for readers to understand what next steps you want them to take by using clear, compelling copy, a strong call to action, and clean, uncluttered graphics.
3. Use personalization.
In the case of direct mail marketing, personalization doesn’t mean merely adding the recipient’s name to a postcard or gift box. Instead, personalization means harnessing the power of data that you’ve gathered about your specific customer or prospect segments—and then using that information to engage with your recipients using targeted messages, images, special offers, and more.
By leveraging full-color variable data print technology and dynamic, targeted content creation, you can create personalized direct-mail campaigns that are more customized and relevant to your audience.
4. Make it interactive.
On-trend this year is taking a printed piece—like a direct mail postcard, self-mailer, or package—and making it engaging and interactive by using technology elements. A few of these applications include augmented reality (AR) functionality which allows the recipient to see 3D digital images. You might use scannable features that trigger an interactive video experience. Or print your materials with specialty QR codes, barcodes, voice assistant commands, or image recognition features that engage mobile shopping experiences, games, special offers, and more when scanned. These user-friendly applications are an easy way to connect with your audience and create an engaging brand experience.
Even in today’s digital age, direct mail is alive, well, and more effective than ever. By infusing direct mail with interactive tech and combining it with your other marketing channels, you’ll make the most of your opportunities to engage your customers and prospects and grow your brand.
