Contrary to some beliefs, direct marketing is an alive and thriving way to communicate with consumers. In fact, 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with as compared to 18% to email.

It’s targeted. Specific audiences can be targeted to help ensure that each promotion is getting into the hands of those who are most likely to have a positive response to it. For example, if you’re opening a gym, and your target audience will be females above the age of 30, there are ways to specifically locate women in the age group who are interested in fitness. The ROI in this scenario would be higher than say, sending a postcard out randomly, where a majority of the people receiving the advertisement would not fit the target audience.

It gets noticed. Direct marking gets noticed. Individuals take time out of their day specifically to check mail. Even if it is a quick sift through, those few moments are dedicated to the sole purpose of checking the mail. And the more your piece stands out, the more attention it’s likely to receive.  Even if the advertisement doesn’t immediately illicit a response, just seeing it in the mail can help keep a company top of mind when a consumer is ready to purchase something.

It reaches a predictable demographic. Reaching a specific demographic is a key reason to consider using direct mail marketing. Although large majorities of people are active in the digital world, surveys show that consumers would rather receive a physical piece of media than reading the same information online.

Paired with an online strategy, direct marketing has the opportunity to have a profound impact on potential customers as well as furthering existing relationships by keeping your brand at the forefront of their minds.

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