As business owners, we know how hard it is to get heard in this digital age. Highway billboards, emails, display ads, social media and other platforms seem to shout at us from every corner and it’s easier to just submit to ad blindness and ignore the lot of it. It’s simply too much thinking!
We have to ask, however, in this digital realm is there still room for direct mail advertising? The stats say that there are, and that’s pretty exciting news for businesses that want to be seen.
Direct mail benefits
Paper mail is certainly not dead. Granted, it may not be as trackable as a digital medium, but there are some interesting points which make it a good option for some. Here are some stats that we uncovered courtesy of Small Biz Genius.
As opposed to an email where you have just a few characters in the subject line to encourage your user to open the message, around 42% of direct mail recipients will open and scan through your marketing message. It seems that people enjoy the physicality of receiving and opening an envelope and are curious as to its contents.
Another seldom mentioned benefit to direct mail is that it takes, on average, 17 days to dispose of it. Left lying around the house, there is a better chance of being picked up and read, or just having your brand in the line of sight for a few days. An email or a display ad is seen once by a single person in a short period of time. Something to think about, don’t you agree?
Did you know that over 44% of businesses increased their catalogue circulation in 2019? An interesting decision considering the shift toward digital. However, it makes sense when you understand that a catalogue is a no-pressure option to browse products (minus pop-up ads!) and is likely to be picked up when the reader sits down for a coffee and a break.
So, are you still sending direct mail campaigns to your clients? Being involved in all things mail related, we’d be happy to assist you in the best printing and mail options available to South African businesses.