With the continuing shift towards an increasingly digital marketing environment, with email and social media marketing taking precedence over the marketing world, it is easy for direct mail to become seemingly redundant. Whilst it may seem counterintuitive to invest in this traditional marketing method, direct mail remains an influential and beneficial marketing tool, thanks to the psychology behind its effectiveness. In this blog post, we will explore the psychology behind direct mail and how this makes it a worthy marketing tool for businesses to invest in.
What is Direct Mail?
Direct mail stands as a marketing tool embraced by businesses worldwide that has been effective for years. It serves as a tangible means of communication between the business and its customers, encompassed in the exchange of physical mail as the source of marketing campaigns. This delivery of direct mail can come in various formats such as brochures, catalogues, and leaflets, dispatched directly to the customer's doorstep. Businesses accurately target recipients based on detailed market segmentation strategies, leveraging data-driven insights.
Despite its classification as a traditional and potentially outdated approach to marketing, direct mail continues to demonstrate its efficacy for businesses. Unlike digital marketing alternatives that can be easily deleted or not opened, such as email or social media promotions, direct mail maintains a unique connection with consumers by placing promotional materials directly into their hands, consequently enhancing its effectiveness.
Does Direct Mail Still Work in the Digital Age?
In an age dominated by digital mail alternatives, it is understandable that many businesses doubt the efficacy and relevance of direct mail. Whilst these are understandable concerns, the reality of this traditional marketing method is very different. The following statistics demonstrate how direct mail works in this digital age:
- 95% of direct mail is engaged with
- 87% of people consider direct mail believable compared to 48% for email marketing alternatives
- 70% of consumers say that mail makes them feel more valued
These statistics prove direct mail to be an influential tool when compared to its digital alternatives, showing how this traditional marketing tool still works in the digital age.
The Psychology Behind Direct Mail
The effectiveness of this traditional marketing tool is rooted in a range of psychological evidence proving how direct mail should continue to be used in today’s day and age.
Sensory, Tangible Experience
Unlike digital alternatives, direct mail offers a sensory and tangible experience. By providing customers with physical mail, delivered directly to their hands, direct mail is engaging with multiple senses. Research has shown that when customers can pick up, touch and feel products this acts as a tool of persuasion. These physical connections contribute to increasing brand connection and sway consumers’ decision-making. This physical contact evokes an emotional reaction, consequently having a lasting effect on the customer.
Print is More Impactful
Research has further shown direct mail to be supported by psychological evidence when considering its impact. 60% of respondents in a recent study argue direct mail keeps a brand at the top of their minds. This long-lasting and deep impact of of direct mail has been shown through brain studies, that show direct mail encourages deeper emotional processing which is important for memory and information retention.
Print Requires More Cognitive Function Than Digital Media
Direct mail as a physical form of communication, requires greater cognitive function when compared to digital media. When customers receive email marketing campaigns and see pop-up ads, it is easier, given their digital medium, to scroll past the information or skim over it. However, physical mail engages the brain in a way that encourages deeper comprehension and information retention.
Direct Mail Produces Greater Desire
It has been shown that we place higher subconscious value on products or values that we see in printed marketing campaigns. In this way, direct mail connects with a part of the brain that results in a greater desire for products, hence why 31% of these marketing campaigns drive direct sales.
Why Direct Mail Still Works
As demonstrated, direct mail can still produce effective results for businesses. Its tangible nature, and engagement with multiple senses, make it a highly effective tool when compared to customers’ experiences with mountains of digital mail that is easily disregarded or not even opened.
Another reason direct mail still works in this digital age is due to how personalisation can be used. Featuring content that is specific to the recipient, such as their name or suggesting a complimentary product based on their previous purchases makes direct mail highly effective. These insights come from highly accurate customer data and demographic information which help to keep direct mail useful in the digital age.
Who Can Benefit From Using Direct Mail?
Direct mail is for all types of businesses and is not limited to industry or business size. This traditional marketing tool is applicable for small businesses or multi-national organisations. Regardless of business, direct mail can be tailored to suit your individual marketing objectives and reach your target audience.
The Ultimate Mailing House for Direct Mail
When it comes to delivering successful direct mail marketing campaigns, it is important that you partner with a reputable and experienced mailing house. At DMS, we have a wealth of knowledge and experience behind us, with which we can support your businesses to produce effective direct mailing campaigns.
We offer a full range of in-house flexible mailing options to help ensure the success of your marketing campaigns. In an age of digital marketing, we know how to help you stand out. At DMS we promise to deliver a reliable, rapid and flexible direct mailing service.
To find out more and get a free quote today, click here.