I know, I know, digital is the way to go. Social, organic, PPC…that’s the way to bag leads and drive new business. And sure, digital marketing is certainly effective, but the fact is that print marketing, specifically direct mail campaigns are enjoying a bit of a resurgence. Digital obstacles such as ad blocking software, email opt-outs, and a general digital ad fatigue has forced marketers to adjust strategies and look for additional ways to connect with customers. And while catalogs, brochures, and promotional pieces are high on the list, Direct Mail may offer the best bang for the buck.
Why is Direct Mail making a Comeback?
- Tactile Element – As people grow tired of digital ads, direct mail offers a tactile form of communication. Recipients can physically touch, feel, and even smell a piece of mail. The engagement of these senses promotes a personal connection with the piece and it’s messaging.
- Grabs Attention – As mailboxes receive less mail, more attention is paid to the items inside. Rather than sort through 10 pieces of mail, consumers now sort through less allowing them to spend more time reviewing the contents.
- Costs Remain Steady – Digital ads can fluctuate depending on platform, method, and competition. Printing and distributing Direct Mail relies on paper costs, ink, and production method – variables that remain relatively constant allowing you to better plan and analyze campaigns.
Now that you’ve seen why direct mail is a good option, let’s discuss finding the right commercial printer. I always recommend a commercial printer due to the fact that retail printers tend to be a little high on projects of this size. Commercial printers have the presses and capabilities to deliver large quantities resulting in a lower cost per unit. As you seek out the ideal print partner, be sure to ask the right questions. Do they have experience with these types of campaigns? Do they also offer targeted mailing lists? What tactile elements can they suggest to increase engagement? All great questions that can help you determine if they are a good fit for your needs.
So remember, direct mail works! But deciding to launch a direct mail campaign involves more than killer designs and CTA’s. It requires careful selection of a printer that will deliver effective and engaging production!