Direct Mail: Why Consumers and Businesses Alike Prefer ‘Traditional’ Communications

Dec 29

Written By

There are several innovative reasons why the efficacy and popularity of direct mail campaigns will continue to rise throughout the 2020s. It’s not simply the fact that direct mail can surpass the inbox; it’s that direct mail can create an experience like no other.

In fact, in a recent interview with B2B Marketing, Graham Dodridge explains the ongoing appeal of direct mail as follows: ‘In an all-consuming digital world, there is a greater appreciation for a tactile, authentic, and even artisanal experience.’

Four Reasons Direct Mail Connects with Audiences

So why should you consider employing direct mail into your bigger marketing communications stack? Here are just four of the many benefits it offers.

Omnipotent Omnichannel

As the customer journey grows increasingly omnichannel in 2022, it will become progressively important to include direct mail marketing in your omnichannel strategy, thereby ensuring your business is reaching your target audience.

Take Things Personally

Research has shown that hyper-targeted personalized direct mail will continue to pack a powerful punch in 2022. Specialist in TTL communications, Kate Gorringe shared her thoughts on the importance of personalization, “When a customer receives direct mail at the right time, with the right message, the right offer and in a unique format, they’re bound to be greatly impacted, and hopefully moved to action.”

Receiving personalized mail can make the recipient feel significant, thereby helping to create a brand connection and establish brand loyalty.

Moreover, analysis has found that 80% of consumers are more inclined to buy from businesses offering personalized experiences.

Fight Digital Fatigue

Online fatigue refers to the feeling of mental exhaustion experienced due to the overuse of digital platforms. Furthermore, a recent study revealed that 75% of consumers report being overwhelmed by the number of digital ads they’re exposed to daily.

Digital fatigue has resulted in businesses increasingly engaging with their audience via direct mail to counteract online apathy.

Millennial Motivation

Brought up during the digital age, the millennial generation is currently the US demographic with the largest buying power.

Interestingly, some sources suggest that generations born in the digital age value the tactile quality of paper, resulting in increasingly positive sentiment to direct mail campaigns.

Research has revealed the percentage of each generation who are positively predisposed towards direct mail:

Gen Z - 77%
Millennials - 77%
Gen X - 71%
Boomers - 55%

Similarly, the USPS has revealed more compelling reasons to harness the power of direct mail.

Millennials spend 9.7% more minutes sorting through their mail than other cohorts.
82% of Millennials view direct mail messages as more trustworthy than online messages.
82% of Millennials read direct mail from retail brands, with 73% using direct coupons when purchasing.

According to Statistica, the direct mail industry could reach $10.9 billion by 2022. While research has shown that direct mail enjoys a higher response rate and better message recall than online marketing channels.

Let’s Talk Mail

We’ve come a long way from being excited to hear those three little words, “You’ve got mail.” Inboxes are more cluttered than ever. The delete button is a user’s favorite key. Open rates are plummeting. But with direct mail, you’re able to make new, emotional connections with readers. At Sepire, we built our entire business around this. As a provider of automated direct mail solutions for companies in a variety of industries, we understand the challenges, nuances, and benefits of using this medium as a way to generate large results.

If you’d like to chat about incorporating direct mail into your marketing strategy, please get in touch with Sepire here.

direct mailomni-channel marketing