Without direct mail, customer acquisition falls flat. Sound like a bold claim? It is, but there’s a reason—it’s true. Many direct marketers can attest that, without direct mail, their customer acquisition efforts would be less successful.
What makes direct mail so powerful?
- It is the only channel that can reach your entire target audience. Did you know that 6% of consumers in the United States don’t have access to broadband? That 30% of Americans don’t use Facebook? Or that only 83% of U.S. adults have cellphones, and of those, 17% don’t text? Even the best email lists only reach 40–50% of your list. Postal mail is the only channel that can reach your entire target audience.
- Direct mail lists have lower churn. People change email addresses frequently, whether through preference or job change. By contrast, people may live at the same address for years, if not decades.
- Personalization is more reliable. Data used to personalize by demographic and psychographic can be readily cross-checked and validated. When purchasing or adding to a direct mail list, you can have a high level of confidence in its accuracy.
- Mail stands out in the mailbox. It is not unusual for the average person to receive hundreds of emails in a single day. Even the best, most personalized email may still never be seen. By contrast, with consumers’ mailboxes less full than they used to be, well-designed direct mail pieces jump out and command attention.
- Direct mail is visually compelling. HTML email utilizes many of the benefits of graphics and personalization, but direct mail offers a level of tangibility and visual appeal not available in any other channel. People respond to the richness of color, the depth of imagery, and dimensional techniques such as coatings, dynamic folds, and eye-catching die-cuts.
Customer acquisition is critical to your business. To achieve success, you need the right tools. While going multichannel with print and digital marketing is a “must have” approach, direct mail remains the most predictable, effective way to reach the widest number of consumers. Don’t miss out!
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