Why Direct Marketing Isn’t Dead in the Digital Age
In recent weeks, we’ve spoken to many of our clients about the benefits of direct marketing. Direct marketing is one of the most traditional methods of marketing, but still one of the most effective. When used in conjunction with digital marketing, this omnichannel approach drives better relationships with potential customers. So let’s take a look at some of the reasons you should be using it.
The Benefits of Direct Marketing
It Allows a Personalised Approach
According to Forbes, in 2021 brands will take personalisation across channels to the next level — moving from testing to mainstream. Successful marketers understand that if you’re not personalizing to the individual, you’re failing. Direct mail marketing allows you to select your audience and therefore deliver more value to potential customers.
It Has A High Return on Investment
Whilst direct mail has been around for many years and the engagement rate still to this day is considerably high. 80-90 percent of direct mail gets opened, whilst only 20-30 percent of emails get opened. When compared to email marketing and other forms of digital marketing, direct marketing offers a higher ROI. Direct campaigns are affordable, and the high return on investment makes it extremely cost effective.
Direct Marketing is Tangible
According to Epsilon Data Management, 73% of consumers like receiving direct mail because they can look at the material whenever they wish. Furthermore in psychological experiments, people value something they can see and touch 24% more highly than something they can only see. The average door drop flyer stays in a household for 38 days. When you consider that the majority of emails are deleted within seconds, direct marketing proves its value.
When you combine direct campaigns with a well defined audience and enticing incentive, the results can be huge. Good planning and preparation are key the key to delivering a successful campaign. Looking to implement direct marketing into your marketing strategy? Contact us to see how we can help you achieve results.
