As digital marketers continue to explore all the new technology that has become available, direct mail is often left behind. But what many don’t realize is that direct mail faces less competition than ever before. That’s right, direct mail has been making a comeback despite the influx of emails and texts we receive daily. Let’s take a look at why direct mail still matters in today’s world.
The Power of Uniqueness
One of the biggest advantages of using direct mail is its ability to make your message stand out from all the other digital noise. While emails and text messages can easily get lost in a person’s inbox or mobile device, a physical piece of mail will make an impression as soon as it arrives in someone’s mailbox. This makes it much more likely that your message will be seen, read, and remembered by recipients - thus increasing your chances of success when it comes to marketing campaigns.
Direct Mail Has Greater Reach
Unlike emails or text messages, direct mail doesn’t require an internet connection or even a device to view it – you just need access to a mailbox! This means that you can reach people who might not have access to the internet or even own a smartphone (believe it or not, they do exist!) with your message without any additional effort on their part. This gives you greater reach overall when compared to more digitally-focused methods such as email marketing.
We Are Hardwired for Direct Mail
Humans have evolved over thousands of years with direct physical contact being an essential part of our lives – think about shaking hands when meeting someone for the first time! Therefore, we are hardwired to react positively when something tangible arrives in our hands – which makes sense if you think about how valuable items were historically in terms of survival and reproduction! So while receiving something via email may feel slightly impersonal, getting something through the post feels much more special - so much so that studies have shown that people are much more likely to engage with content sent by post than content sent electronically!
In conclusion, while digital marketers tend to focus on newer technologies such as AI and machine learning, they shouldn't overlook one tried-and-true method: direct mail. With its unique ability to stand out from other forms of communication and its greater reach compared to digital methods such as email marketing, direct mail is still alive and kicking - so don't forget about this old standby when crafting your next marketing campaign!