Why direct mail marketing still works.
When was the last time you got a letter in the mail? No, not an email, but a paper letter folded inside of an envelope that you could physically hold. Maybe it was a wedding invitation or a handwritten note from your grandmother, but you can’t deny that it felt special. In the digitized world we live in, what used to be normal has become nostalgic. Admit it–you have become numb to the countless emails you open every day and ripping open a real envelope has become an exciting event.
So what does this have to do with marketing? Well, to be honest, many marketing professionals have fallen into the email template and spray-and-pray method and have forgotten the significance of direct mail. However, Silver Spur has had tangible success with recent direct mail campaigns. We have collected some numbers to help prove our point:
92% of young shoppers say they prefer direct mail for making purchasing decisions.
76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
73% of consumers actually prefer mail over other advertising methods (International Communications Research survey)
70% of Americans say mail is more personal than the internet.
56% of customers find print marketing to be the most trustworthy type of
40% of consumers try new businesses after receiving direct mail.
Oh, and one more thing–guess which age group is most responsive to direct mail. Young adults UNDER the age of 24! Imagine that–the generation that grew up immersed in technology prefers a good, old-fashioned letter in their mailbox.
As the research above has proven, direct mail marketing is far from dead. The perfect example of this is Bed Bath and Beyond. Their mail coupons are among some of the most successful direct mail marketing campaigns. It is rare to see shoppers checking out without using several coupons.
Direct mail doesn’t have to be just for coupons–it can also be used in policy change advocacy campaigns. When Silver Spur helped American Mustang to brand and promote their movie, a big goal of the campaign was to get the audience involved in political reform. We designed the letters below for moviegoers to fill out and send to the head of the Bureau of Land Management to stop the mistreatment of wild mustangs.
So, whether you want to send coupons, advertise a new item or advocate to a local politician, you may want to consider incorporating direct mailing into your marketing strategy. We think you will be impressed by how easily you can geo-target your mailing and truly reach your target audience. If you are interested in hearing more about direct mail marketing, please don’t hesitate to reach out! We would love to hear from you.
Ride for the Brand,
Silver Spur Marketing Team