Direct Mail Builds Brand Awareness

Posted by Stephanie Polkowski on May 25, 2023 3:07:00 PM

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Cut through the digital clutter and put your brand on repeat. 

When sent out consistently, direct mail keeps your name top of mind. 

Direct mail isn't just about making the immediate slate. It's about building a relationship with your audience, and all relationships start with trust. Direct mail is a tangible and trusted solution for getting your message literally in your audience's hands with a personalized touch that digital marketing and email can't provide. 

On average, the lifespan of an email is just two seconds. However, data from the U.S. Postal Service stats that 77 percent of people sort through their mail immediately and spend an average 25 minutes reading direct mail. 

Direct mail is the best solution to cut through the disruption of digital advertising. 

Marketing guru Neil Patel writes that direct mail give a feeling of "romanticism," citing research that shows that 73 percent of people said they prefer direct mail as an advertising method and that 59 percent of U.S. consumers say they enjoy getting mail from brands. 

Additionally, studies show that more than 50 percent of survey participants connect physical mail with a positive brand impression and the feeling of being valued. 

And the results speak volumes. Direct mail has a median return on investment of 29 percent, according to the post. In comparison, online paid advertisements have an ROI of 23 percent, and online display advertisements have a 16 percent ROI. 

One of the greatest benefits of direct mail is that it reaches all age groups. 

Millennials and Gen Zers account for $44 billon in purchasing power. Some of the hottest brands are opting out of advertising to overfull email boxes. Now they are communicating to their target audiences with physical mail delivered right into homes. In fact, 90 percent of millennials see direct mail messaging as reliable, and 57 percent have made purchases based on direct mail. 

The hip shaving company Harry's is one of the many companies that found the value of of direct mail marketing. Vox spoke with Pete Christman, the head of acquisition marketing at Harry's. Christman points out, " People our age get hundreds of email a day, but they only get ten pieces of mail a day, if that many... From a number's perspective, email is a much nosier environment." 

Join the ranks of these marketing-savvy companies and get the most out of your budget. 


Topics: marketing, Direct Mail, marketing plan