The Increasing Importance Of Direct Mail In A Digital World

See Why Direct Mail Use Is On The Increase!

Opening your inbox after you return from a long vacation, or even a single day off, can be daunting. Chances are, you’ll have hundreds, if not thousands of emails waiting for you. It’s likely that less than half of these are of any importance, and in searching your inbox for them, you’ll skim right over all of the “fluff.” 

If you’re a digital marketer, your hand-crafted email content may be a part of that fluff. While your content might be witty, relatable, and sure to earn a click-through, it doesn’t matter if your target never opens the email.

Direct Mail Gets Noticed
However, there is a way to ensure that your marketing materials are viewed.  When you open your actual mailbox after a long time (or just a day) away, you’re not likely to throw things away without first looking them over. This is a great opportunity for marketers to guarantee exposure and get the attention of their audience members.

When marketers take advantage of direct mail, they circumvent the pandemonium that is the modern day digital inbox. By sending paper mail, they also expand their audience to those who may not be as tech savvy.

There is No Literal Spam Folder
Many busy business owners and decision makers configure their inboxes to identify promotional and marketing emails and to send them right to the spam folder. They may never even see that email you worked so hard on.  Physical mailboxes don’t have a spam folder, so paper mail is guaranteed to be seen.

Direct Mail Drives Business
Expert studies (link?) show that direct mail drives a considerable amount of traffic to websites. Having a direct mail strategy to complement your email marketing strategy can differentiate you from your competitors and increase your reach beyond the tech-savvy.