![]() In the case of direct mail marketing, personalization doesn’t mean merely adding the recipient’s name to a postcard or gift box. Make it easy for readers to understand what next steps you want them to take by using clear, compelling copy, a strong call to action, and clean, uncluttered graphics. To be sure your direct mail gets the desired results, follow the rules of content engagement. Plus, the oversized postcard stands out among the standard-sized letters in your prospects’ mailboxes. This change offers more brand marketing opportunities via a larger canvas for your message. Last year, the USPS increased the maximum allowable size for a First-Class Mail® postcard to 6 x 9 inches. When you reinforce that daily brand recognition with digital touches on social media or email, recipients are more inclined to visit your website, social site, or brick-and-mortar location to make a purchase. What’s more, advertising mail is kept in a household for 17 days on average (Mailmen), presenting a constant reminder of your brand and product. While only 44% of people can recall a brand immediately after seeing a digital ad, a compelling 75% of people who receive direct mail can identify the brand (Marketing Profs). Here are four best-practice tips to help you maximize your next direct mail campaign. With all those advantages stacked in its favor, direct mail is an excellent marketing tool for B2B and B2C brands in 2022. Their tactile format leaves longer and deeper impressions in the brain, producing stronger recall and desire for a product or service. Neuromarketing research by Temple University shows that physical advertisements influence consumers more than digital. Regarding response rate, direct mail offers a 112% return on investment (Data & Marketing Association). Emerging print and ink technologies help keep production costs in check. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want (Epsilon). Up to 90% of direct mail gets opened, compared to only 20 to 30% of emails (Data & Marketing Association). According to the United States Postal Service, the average American household receives only 454 marketing mail pieces per year. Not only is direct mail a refreshing change from on-screen advertising, but it also has a lot less competition than digital. Here’s why direct mail is essential for brand marketing in 2022. One way to combat digital overload and make breakthrough connections with your prospects and customers is by using the engaging power of direct mail. So, it’s no surprise that the struggle is real for marketers working to overcome digital advertising fatigue. The latest data shows that American adults spend an average of 482 minutes-or about 8 hours-using digital media each day ( Statista).
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