Direct mail has been showing up in mailboxes for so long that everyone has an opinion about it. Even you. But how do your opinions on this staple of marketing strategies stack up to the truth? Look no further, because we\u2019ve gathered the biggest myths about direct mail marketing along with the research to test these myths against reality:<\/p>\n
Reality Check:<\/strong> While it\u2019s true there has been a slight drop in the success rate of direct mail marketing over the past 10 years, the response rate generated by direct mail is still up to 9 times better<\/a> than e-mail marketing.<\/p>\n This means for every one person that responds to an email in some way, (by contacting the company, making a purchase, or talking to a friend about the product,) 9 people will respond after receiving a piece of direct mail.<\/p>\n In fact, direct mail has the highest response rate of any direct-marketing medium, and it has also influenced more consumers to make a purchase than any other medium.<\/p>\n Reality Check:<\/strong> Actually, the opposite is true. Screens, and the ads on them, are so prevalent in our lives today that direct mail acts as a welcome change. A recent study showed that more than 64 percent<\/a> of employed U.S. adults say they find printed materials easier and more comfortable to read than anything on a computer screen.<\/p>\n Reality Check:<\/strong> In fact, up to 90% of direct mail gets opened, compared to only 20-30% of emails.<\/a><\/p>\n While it\u2019s true that people will toss any mail that doesn\u2019t appeal to them, they\u2019ll delete a spammy email as well. To combat your customers\u2019 impulse to head straight to the recycling bin, make your direct mail appealing to your target audience<\/a>. When a GAP Research study asked, \u201cWhat makes you open and read direct mail?\u201d this is what consumers said:<\/p>\n Reality Check<\/strong>: Research has consistently shown that direct mail outperforms email marketing, with a recent study showing that direct mail campaigns generate purchases five times larger than email campaigns. However, good news for all the email marketing fans – the easiest way to improve the performance of your email marketing is to use direct mail in conjunction with it. This led to even better results \u2013 purchases were six times larger than with email alone.<\/a><\/p>\n Reality Check: <\/strong>This may surprise you, but sending out a direct mail campaign can be as easy as clicking a button. Marketing automation<\/a> has changed the world of direct mail in a big way. Just set up your campaign and automate the rest.<\/p>\n The Real Deal:<\/strong> Online, social media, and email marketing all have their place in an integrated, cohesive marketing program. However, if you ignore direct mail and buy into the myths about it, you\u2019ll leave a lot of money on the table. Xpressdocs has over 20 years of experience in providing direct mail marketing services to our customers all through a customizable platform. Reach out to us and let us help you craft a marketing strategy that implements direct mail and digital options in the perfect mix for your brand.<\/p>\n <\/p>\nMyth #2:<\/strong> People don\u2019t want direct mail.<\/h3>\n
Myth #3:<\/strong> People just toss direct mail in the trash today.<\/h3>\n
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Myth #4:<\/strong> I\u2019m having success with email marketing, so I don\u2019t need direct mail.<\/h3>\n
Myth #5:<\/strong> Direct mail is outdated and can\u2019t be integrated with technology.<\/h3>\n