Direct Mail Builds Brand Awareness

Posted by Stephanie Polkowski on Feb 13, 2019 3:55:07 PM

Direct mail builds brand awareness illustration

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 sale, but about building a relationship with your audience. All relationships start with trust. Direct mail is a tangible and trusted solution for putting your message in audience hands with a personalized touch that digital marketing and email doesn’t provide.

On average, the lifespan of an email is just two seconds. Increase interaction with direct mail. Data from the U.S. Postal Service states 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 gives 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. consumer say they enjoy getting mail from brands.

Additionally, studies show that more than 50% of survey participants connected 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 Patel's post. In comparison, online paid advertisements have an ROI of 23 percent and display advertisements have a 16 percent ROI.

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

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

The hip shaving company Harry’s is one of the many new startups who have found the value 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 emails a day, but they only get ten pieces of a mail a day, if that many. ... From a numbers perspective, email is a much noisier environment.”

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

Topics: Direct Mail