Why Direct Mail Still Delivers

In today’s digital-first marketing world, direct mail is still an effective marketing strategy. Its relevance remains because it combines personalized experiences with the data-driven precision of digital marketing. As businesses aim for more personalized and impactful connections with their audiences, direct mail stands out as a powerful tool that delivers engagement and measurable results.

Let’s explore some key statistics highlighting why direct mail continues to deliver.

High Engagement

According to the Data & Marketing Association, direct mail boasts an average open rate of 42%, surpassing that of email, which has an average open rate of 20%. Direct mail provides visibility in a way that email can’t, allowing 80-90% of direct mail pieces to be opened or seen by recipients. This type of presence allows businesses to cut through the noise and make a lasting impression, ensuring their messages reach and resonate with their audience.

Consumer Preferences

One thing direct mail offers that digital touchpoints lack is a personal connection. Remember the excitement of receiving mail as a child? That’s the personal connection customers get when receiving direct mail, especially personalized direct mail. Studies show that 41% of recipients look forward to checking their mail daily because it provides a more emotional connection than email or other digital touchpoints. Additionally, direct mail provides consumers flexibility and control – 73% of people prefer receiving it because they can engage with it on their own time. Personal connection, flexibility, and control allow businesses to make more meaningful connections with their audience while respecting consumer preferences for when and how they interact with marketing messages. 

Results & ROI

Measuring the ROI and results of your direct mail pieces is one of the most important ways to ensure your campaigns succeed. As stated, 80-90% of direct mail pieces are opened or seen by recipients. This shows that direct mail has the ability to capture attention in a way digital channels sometimes cannot. It’s been proven that recipients of direct mail purchase 28% more and spend more than those who do not receive mail.

Memorability & Cognitive Impact

Do you want the best chance for a consumer to remember your brand? Get a direct mail piece into the hands of your potential customers. Brand recall is 70% higher for consumers exposed to direct mail than digital ads, which creates a lasting impression. Another benefit to getting your direct mail pieces into consumers’ hands is it requires 21% less cognitive effort to process than email. The lower mental load and its lasting impact position direct mail as a highly effective tool for brands aiming to stay top of mind with their audience.

The Takeaway

Even in a digital-first world, direct mail is still a key player in the marketing world. It gives businesses high engagement, strong ROI, and the ability to add personalization. However, direct mail and digital marketing don’t have to be done separately. Allow the two to complement one another by leveraging the personal nature of physical mail with the reach and tracking abilities of digital marketing. If you’re interested in combining your direct mail campaigns with digital technologies, check out Aradius Group’s ENHANCE. If you’re ready to explore direct mail campaigns, Aradius Group can help you get started.