The Business Bulletin
Direct mail…isn’t that a dead marketing channel? For many smaller business owners, direct mail may not be the first option in their marketing plan especially in this digital age. However, there is much proof showing that this isn’t a dead channel and brings a good return on investment (ROI).
One of direct mails great strengths is to
It is clear that direct mailing
help build up a localised brand as part
still carries some weight in today’s
to digital content at just 44%. This
of a wider marketing strategy attracting
marketing world. Personalisation
proves that mailers can influence an
and engaging with targeted audiences.
is essential for direct mail and it
emotional connection better than
If direct mail is not in your marketing
helps it get past all those digital and
digital content. It is a fact that direct
plan you should consider its inclusion
online distractions – 84% of research
mail marketing requires 21% less
for many reasons.
participants were more likely to open
cognitive effort compared to digital.
mail due to a personalised approach.
Another big advantage of direct mail is
Does direct mail still work?
after viewing direct mail compared
that you can get your message across without other distractions, comparisons
So, if I said that digital giant Google
Attracts and engages
use their database to send out direct
If you’ve posted or indeed advertised
help the audience make a decision
mail to target audiences, would you
on social media, do you ever think
on a product or service by providing
believe it? Also, around five years ago,
‘will my audience, remember me,
creative informative content. Also, an
businesses invested £1.5 billion into
my business name or what I’ve said?’
impressive 66% of direct mails in the
direct mail marketing, so would you
Research suggests that audiences
UK are opened, which influences a
think it is a dead strategy?
have recalled brands 75% of the time
staggering 56% of audiences to visit
28 | Issue 10 – Sales and Marketing
or notifications you get online. That can
