By Mark Vermeer

Look at it this way digital messaging is now the norm and we receive a lot of it, in fact many people have become tired of marketing emails & e-newsletters.   How many do you get each day?  As a result receiving a physical piece of mail will cause people to pay closer attention to it. Fifteen years ago, our mailboxes were cluttered and now it’s our email boxes that are cluttered.

Here are 10 reasons you should use direct mail for your next marketing campaign:

  1. Direct mail cards have a longer shelf life, if the client is interested in your offering they will keep it around their house or office, typically for several weeks. Conversely emails tend to get lost at the bottom of our in boxes within days of being received.
  2. Neuromarketing research shows print materials like direct mail have a more pronounced emotional effect on consumer. During a recent study researchers found participants spend more time with physical ads, they also remembered them more quickly and confidently. Physical ads also elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact. Looking at brain activity, researchers also discovered that participants showed a greater subconscious valuation and desire for products or services advertised in a physical format.
  3. Direct mail — yes junk mail via snail mail — still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads, and 0.22% for paid search. (Source: Direct Marketing Association)
  4. Direct mail has the highest rate of success in new customer acquisition at 34% compared with other marketing channels. (Source: Target Marketing)
  5. Four-fifths (79%) of consumers will act on direct mail immediately compared to only 45% who say they deal with email straightaway. (Source: Direct Marketing Association)
  6. The response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. (Source: Direct Marketing Association)
  7. 50% of people say they pay more attention to direct mail than any other media. (Source: Ritter’s Communication)
  8. 50% of U.S. consumers prefer direct mail to email. (Source: Epsilon)
  9. 40% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using. (Source: Ballantine)
  10. 85% of consumers sort through and read selected mail pieces each day; 75% of consumers are examining mail more closely; 40% have tried a new business after receiving direct mail. (Source: Ballantine)

Consider your own behaviour when it comes to receiving physical mail vs. email communication and I’m sure you will find that your reaction is consistent with many of the above stats.

If you are interested in exploring the possibilities of using direct mail to increase the response rates of your next marketing campaign contact Jiffy Photo & Print by using any of the following methods.  In person by visiting us at 420 Hazeldean Road in Kanata, by phone at 613.831.2121, by email: info@jiffyphotoandprint.com or online at www.jiffyphotoandprint.com

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