Direct Mail Marketing vs. Email Marketing: 7 Reasons Why Print Will Never Die
Marketing has many different platforms to choose from. More recently, digital has been at the forefront of all the latest marketing development. The explosion of social media, web 2.0 and mobile technology over the past decade has made put digital marketing centre stage.
But yet, that is not to say that print marketing is dead – far from it. While a lot of focus has been on digital marketing, print still has an important role within the marketing spectrum. Here are GLW’s top 7 reasons why print marketing will never die out – especially direct mail marketing.
1) Forge Closer Relationships with Your Customers
The tangible element that print gives adds connotations of appreciation from the customer. This appealing to our sense, particularly touch, makes print more personal. Compared to an email, a letter is always more personal – mainly because of time and effort. While 70% of people think that they receive too many marketing emails, print can be a good way to keep their trust and impress them.
2) Many People Don’t Have Email or Social Media
This depends on your audience. But for many sectors, not all their customers have an email address, let alone be on social media. In 2015, 11% of UK adults (5.9 million) have never used the internet. 14% of adults (9.2 million) had not used the internet in the past three months. That’s a lot of people offline.
3) Higher Response Rates
The average response to a sales email or email campaign may only be 0.5 to one percent. A good direct mail campaign may get a response of three to five percent.
4) Longer Advertising Time
Direct mail marketing isn’t just opened – they’re kept! People keep direct mailings for 17 days compared to 2 seconds for marketing emails.
5) Lower Competition with Direct Mail Marketing
This one is strange. Many marketers focusing on email due to its convenience, direct mail marketing has seen a fall. But with this fall comes opportunity. With less competition, direct mail marketing is likely to see an increase of engagement from their target audience – simply because there is less of it. Compare it to email marketing, it is easier to stand out from the crowd.
6) Seasonally, Print Marketing Is Much Better
During Christmas, birthdays and other holidays, people expect to receive cards from loved ones. To add a personal touch, sending direct mail to customers during these periods will increase response rate unlike what email can do.
7) Used in Conjunction with Your Digital Marketing
One thing that deters people from using print is the lack of analytics and the unknown of ROI. However, you needn’t choose one over the other. By using the research created by digital marketing, you can use direct mailing (and all print marketing) to smartly target customers who would yield the best ROI.
By utilising on the strength of each platform –emails instantaneousness and direct mailing’s ability to increase trust, when combined they can make for an extremely effective marketing plan that can increase brand awareness and sales.