Direct Mail Is Not Dead

Meet the writer: Karen Pieper

Hi, I'm Karen! I've been in the industry for 21 years and can't wait to share my perspective on all things direct mail. I'm currently the Digital Marketing Manager at Letter Jacket Envelopes and deal with tasks from managing the website, facilitating conversations with customers, and much more!

We live in the Information Age, a time where exchange of ideas travels at light speed all over the world. In this environment, more and more people are using email, social networking and other electronic means to engage in advertising and marketing campaigns.

There is a common belief that direct mail is dead. Nothing could be further from the truth. If you want to create an effective marketing campaign, direct mail should be a key part of that campaign, and here is why.

Direct Mail is a Great Option for people Without the Internet

It may be hard to believe, but it is true. Senior citizens, for example, form an important demographic that you could miss by forgoing direct mail in favor of digital only.

Current polls indicate that less than half of all seniors have Internet service, and even then, only around 20% of seniors actually have an email address or social media account. That means you could miss up to 80% of this important demographic if you go electronic-only.

Email Gets Missed

People who do have email these days tend to crank their spam blockers up to maximum to capture unwanted emails. Often, rather than sifting through waves of advertising emails, people tend to just block all of it.

What this means is that you could accidentally lose clients who have chosen to receive communications from you. If those clients send all marketing communications straight to their spam folders, your all-important campaign can simply be deleted.

Direct Mail Gets Seen

With direct mail, people will at least sift through the envelopes that arrive, increasing your chances of getting seen greatly. This is especially true if you use smart tactics, like one of Letter Jacket’s eye-catching custom envelopes which include your company logo, specialized fonts and graphic design and other options to make people wonder just what is inside that package.

Better Response

Direct mail not only gets your message into the hands of people you want, it tends to get a better response. Direct mail marketing generally averages around 3.5% response rate, which seems small. Compare that to email- which according to the Direct Marketing Association has a response rate just over 0.1%- and that is a pretty huge difference.

Be Successful

In many cases, direct mail makes it easier to deliver messages to targeted audiences. Email lists, unless carefully maintained (which can be a full-time job unto itself) can get to be a mess that is difficult to sort through for specific demographics.

Broad email blasts tend to be far less successful than targeted campaigns. The more focused your mailing, and the more personalized you are able to make your mailings, the better off you will be.

Letter Jacket can help you deliver personalized direct mail through custom-printed and attractive envelopes that will help to ensure your mail gets opened. If you are considering a direct mail marketing campaign, do not hesitate to give us a call to discuss product options, or for advice and help. We look forward to hearing from you!

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