People aren’t opening emails but still sort through their mail.
Take a look at your email inbox right now. How many messages are waiting for you? Some people are able to keep their inbox at zero, but most of us have hundreds of unopened emails and more on the way.
According to MailChimp’s email benchmarks, most companies see average open rates below 20 percent. That makes is hard to stand out to your audience.
But unlike email, people are actually sorting through their physical mail, and they do so immediately. A study by Epsilon showed that 77 percent of people sort through their physical mail as soon as they get it. So if you mail something that engages your audience, like our Home Estimate map card, you have a strong chance of capturing your recipient’s attention.
98% of Americans check their mail every day.
According to data from the U.S. Postal Service, 98 percent of people check their mail on a daily basis. If you send something out, there’s a high likelihood that it’s going to get seen.
If you send out consistent mailings, then people will see your brand often. Your messages won’t go to a spam folder. Instead, they’ll hit a physical mailbox.
Roughly 66% of people have bought something because of direct mail.
According to the Direct Mail Association (DMA), nearly two-thirds of people have bought something because of a direct mail piece. Additionally, 70 percent of customers have re-started a relationship because of direct mail. Great news!
But it’s not enough to just send out a postcard with your logo printed on the front. The key to capturing your audience’s attention is to offer something. When you require people to use a key code, like the Corefact Home Estimate key code, you can track the success of your direct mail campaign.
People feel that direct mail is more personal than the internet.
There’s something about receiving an email that can feel impersonal. It can take a long time for images to load, or they won’t load at all. With so many messages coming into your inbox, it’s hard to feel like any of them are special.
Direct mail, on the other hand, feels personal. According to USPS, 69 percent of people feel that mail is more personal than the internet. You’re receiving something tangible, think thank you card versus a thank you email.
When it comes to direct mail marketing, even the subtlest personalization techniques can make a big difference. Make sure your names and addresses are accurate, as no one likes to receive a mailing addressed to the wrong person. Remember that with variable data direct mail, all of these capabilities become scalable.
Physical mail leaves an imprint in the brain.
Millward Brown, a research agency, found that physical media left a “deeper footprint” in the brain than digital media did. If people can touch and see a piece of direct mail, they’re likely to be more engaged with it.
Touching something with your hands helps you commit it to memory. So when people receive direct mail, it can actually leave an impression on people’s brains.
Consider what happens when you receive a piece of mail. You retrieve it from your mailbox, carry it to a countertop or table, and carefully sift through each piece. This exercise causes you to touch, feel, and see the mailings you’ve received.
People spend 30 minutes reading their mail.
If a potential customer spends a few minutes on your website, that’s considered a good amount of time. What if we told you that they spend 10 times more time with their mail?
According to the USPS, Americans spend an average of 30 minutes reading their mail on any given occasion. When it comes to magazines, they spend 45 minutes turning the pages.
People enjoy receiving direct mail
Our mailboxes are filled with health insurance notices, various bills, and coupons for a local gym. So when they receive a piece of mail that varies from the daily, it’s a breath of fresh air.
There’s also something about receiving mail that makes people feel good. In fact, 56 percent say receiving mail is a “real pleasure,” and 55 percent “look forward” to learning what they’ve received in the mail, according to the USPS.
Direct mail represents a huge opportunity for you to connect with prospects and past clients. It can lead to more sales, brand awareness, and a deeper sense of connection.
Optimize your direct mail.
You’re constantly told to increase your output in the digital realm. You’re encouraged to write more blog posts, amp up your social sharing strategy, et al. But direct mail is still a great way to connect with prospective and loyal customers. Delight your audience, and send direct mail!