Social media ads, sponsored posts, email marketing campaigns, push notifications — the onslaught of digital marketing sometimes feels like the only viable ways to reach your customers. But with so many people flocking to digital options, the door is wide open to create a meaningful campaign through print and direct mail. Here’s how direct mail helps you stand out from your competitors.
Your audience remembers print differently than digital.
The human brain is wired to recall what we read on print more than what we read digitally. While researchers aren’t quite sure why that is exactly, studies have shown that print far outweighs digital material when it comes to overall comprehension and recalling details of content.
“Then why don’t people invest more in print?” In many studies, people feel as if they’re comprehending just as much (or more) online. However, when push comes to shove, that’s far from the trust. So while your audience might be fine mindlessly scrolling through hundreds of social media ads, a physical printed copy will stick with them more than that bombardment of digital marketing.
Direct mail builds trust.
Mail has been around for hundreds of years. There’s something familiar and reliable about getting a piece of mail that simply hasn’t been duplicated in digital space. There’s also a bit more credibility to physical mail, and (political letters aside) an understanding that physical mail has more importance than a message across digital channels. This security and trustworthiness is something your brand can leverage to connect with consumers — especially if your target audience trends a bit older or less tech-savvy.
Your competitors aren’t likely to be in print channels.
As we mentioned earlier, a majority of marketing has evolved to fit a digital space. While you’re investing in more digital options, your competitors more than likely have, too. This means there’s space in print to really make an impact without fighting through noise of your competitors.
Direct mail allows you to get creative.
Think back to when you were a child at Christmas. Which boxes did you want to open first? Boxes that captured your attention with odd shapes or their size or their packaging were the ones you’d go to first! Direct mail can work in a similar format. Since direct mail is tangible, your business gets the opportunity to be creative with presentation. Even if it’s something as small as a brightly colored postcard, you have the ability to catch your audience’s eye and give them a memorable piece of content to hold.
Personalized direct mail makes people happy.
People love mail. No, not the spammy political ads that litter our mailboxes every election season. People want to feel like they’re getting messaging that matters to them. While the coolest mailer in the world can catch someone’s attention, it won’t get them to act if the message doesn’t affect them.
At Xerographics, we can work with you and the available customer data you have to create personalized messaging. Through direct mail, you can elevate your messaging to something they’ll be sure to remember. Call us at 407-490-0690 to get started building out your direct mail strategy.
