Why Direct Mail Marketing Is Making a Comeback

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!

In the face of over-saturated electronic stimulation, the classic appeal of direct mail is making a strong resurgence. Direct mail offers benefits that e-mail and other “trendy” forms of electronic communication simply cannot compete with. Taking advantage of these strengths involves smart, targeted mailing campaigns that offer a personal experience.

Who Still Prefers Direct Mail Marketing?

Direct mailing campaigns tend to resonate with a particular demographic: older adults. This group has become fed up with being bombarded by information every time they try to check their e-mail. Eventually, all marketing campaigns aimed at them through e-mail can become largely ignored.

Direct mail offers a more tangible experience. Mailed objects can differentiate themselves in ways that e-mail subject lines cannot. An eye-catching piece of mail is more likely to gain and hold their attention, especially if it makes its relevance known with an immediate offer.

Marketers have also realized that older adults tend to be have a higher net worth and less debt than their younger counterparts. They are more inclined to make retail purchases through catalogs rather than clicking an online product link and making an online purchase. Companies that offer tried-and-true methods of contact such as traditional mail, toll-free phone numbers or even fax have a better chance of gaining a response than would newer forms of electronic contact.

What Types of Direct Mail Campaigns are Most Effective?

A trend in direct mail has been to reach out to previous customers. Customers who have made purchases with companies are more likely to make repeat purchases. Mailing customers who are regular purchasers or who have made past purchases but dropped off can be a great way to reinitiate contact. Direct mail can be an effective method for reminding them that you still have something to offer.

The previous focus on new customer acquisition is predicted to wane in the face of this reality. Too many companies try to predict where new customers will come from with mixed results.

Another effective use of direct mail is to create more genuine-seeming messages tailored to individual customers. Any offer or message you send someone should be carefully selected based on their previous buying habits.

What Ways Can Direct Mail Marketing Generate More Interest?

A letter can be said to only be as good as its package. An attention-grabbing envelope will always warrant a second look by recipients. Unconventional shapes, sizes and colors will make a statement. They say that your company has a different message to send than the hundreds of other offers someone might receive on a daily basis.

The ability to differentiate is another reason that direct mail is coming back strong. Envelopes that have well-implemented designs will have an impact that is almost impossible to duplicate within e-mail. Any direct mail you send should go the extra mile to take advantage of this strength.

To find ways for your direct mail to make people take a second look, consider custom envelope printing. Letter Jacket offers printing for envelopes in any quantity and in a variety of sizes and colors. Take a look at our products page to find out more.

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