There was a time when companies who wanted to do business with other companies created glossy, expensive brochures and physically mailed them to their target audience. The better the quality of these direct mail pieces, the more likely they were to get cut-through.
Now, however, so much of our time is spent online that most companies have all but abandoned B2B direct mail in favour of digital channels. Digital advertising platforms let companies track every view, reaction and comment from customers in real-time. It’s not surprising that so many organisations are choosing digital options exclusively. A platform like LinkedIn has obvious measurable results, it clearly facilitates engagement between companies and their potential customers or partners, and a growing fan base looks fantastic on a quarterly report.
When budget is tight, marketing managers often need to demonstrate a solid ROI before any activity can be signed off. This means the question of whether or not to use direct mail, which can be expensive and hard to measure, can cause debate.
There’s no denying that digital advertising is crucial and will continue to play an essential part in marketing and communications strategies moving forward. However, while digital marketing may be indispensable, there are certain advantages of direct mail that cannot be fabricated through a screen.
Here are five reasons why you shouldn’t rule out direct mail so quickly:
1. It provides a powerful sensory experience
How do you feel when you receive an email? Intrigued? Surprised? Excited? Probably not. According to Direct Marketing Ramblings, we receive 121 emails on average a day.[1] It’s likely that promotional emails are often either deleted or ignored. Physical mail, on the other hand, is tangible. You can hear the envelope rip open, smell the ink, and feel the texture. By nature, these sensations do more to draw you into the present than an email ever could.
In fact, a study published by Harvard, Yale, and MIT professors in 2010 revealed how essential touch is when it comes to processing information and making judgments, particularly first impressions. The researchers used different objects’ weight, texture and hardness to assess how participants felt and judged situations.[2] Harvard graduate and co-author Christopher C. Nocera stated, “while the informative power of vision is irrefutable, this is not the whole story. The typical reaction to an unknown object is usually as follows: With an outstretched arm and an open hand, we ask, ‘Can I see that?’”[3]
The researchers concluded that touch is a critical means of information acquisition, and has a powerful influence over cognition. If touch is so influential, then direct mail may have a greater impact on how your audience feel and react to your message than a digital ad alone.
2. Physical mail can be placed directly on a recipient’s desk
Assuming the company you’re targeting has a reliable receptionist, there’s a good chance that your mail will be placed on the intended desk. Whereas your email can easily be lost in the throng, or an ad in a newsfeed scrolled past, it’s not as easy to miss a physical card that is placed right across a keyboard.
3. Who gets mail these days?
Bank statements are emailed, phone call usage is tracked live on apps, and utility bills are paid directly online. The rate at which we receive mail at home has rapidly reduced and, in an office, it is even lower. It’s not easy to create a database of companies you wish to target, with the correct contact and their relevant address, so it’s not surprising that companies opt for sending an email instead.
When letters do come in the mail, it’s immediately more personal, engaging and unique. If you want to make your audience feel special, you may have more success with a physical invitation or letter.
4. Direct mail is being sent less, which also means less competition
In comparison to promotional materials that would flood offices 20 years ago, there has certainly been a dramatic decrease in the amount of mail that comes through the door. While this may sound alarming, it actually presents an opportunity. Digital advertising uses an auction system where you bid for the top ad position, whereas the direct mail space is completely free for the taking, allowing you to differentiate yourself and introduce your offering to your recipient in a unique way.
5. Direct mail can bring depth to your digital marketing strategy
Some campaigns, like a B2B conference for example, require integrated communications across multiple channels to work. Any event organiser would be familiar with digital tactics like invitation emails, sponsored ads on LinkedIn, event-specific microsites and promotion through event apps like Eventbrite. Organisers often use SMS messages and even phone calls to confirm registration and attendance.
Incorporating a direct mail event invitation into the mix can bring that extra depth to your campaign and reach those in your database who delete emails or ignore online ads, in a more personal way.
Similarly, direct mail provides an opportunity for you to send your audience something of value, like a notepad, calendar or planner, which can be branded to match a campaign you’re running.
While some marketers remain unconvinced about direct mail, if executed correctly, it can be an effective channel and reach contacts that would otherwise be missed. For a conversation on how to strengthen your marketing strategy with direct mail, integrated marketing campaigns, and digital marketing, get in touch today.
[1] https://expandedramblings.com/index.php/email-statistics/
[2] https://science.sciencemag.org/content/328/5986/1712
[3] https://news.harvard.edu/gazette/story/2010/06/how-touch-can-influence-judgments/
