Ok – You CAN call it a comeback if you really want to.
Heck, Printing United did exactly that in this fascinating forecast article earlier this year.
But what we here at Brooks Litho know in our bones is that direct mail was always here, and it will always be here, and we know how to help you use it to reach your audiences.
And here are three main reasons why.
- Digital content fatigue is real. How many unread emails do you delete every day? Is your Spam filter overflowing with messages, some of which MIGHT be relevant to you, but you just don’t have the time or eye strength to sort through them all? Same! There is an overwhelming amount of content to consume out there in the world. And if there is one thing people don’t need any more of today, it is feeling overwhelmed. A nice, targeted piece of direct mail, on the other hand, can feel to folks like an invitation into an experience; and sometimes that experience is one that they were already seeking, or didn’t even know they needed.
- People love tactile stuff. Along the same lines as the feeling of getting an invitation, print engages the senses. Being ablet e to touch and see the paper, the imagery, and the offer are sticky. Meaning, people remember it. If you’ve hit the right target at the right time, that direct mail piece might get placed in a coveted spot on the refrigerator or the cork board for future reference. We all know that print has WAY better staying power than an email or a post.
- Mail that lands properly feels like a surprise gift. There just is not as much surprise and delight in the world anymore. So, when you receive a piece of direct mail, whether a catalog for a company you love, an offer or an invitation, among other things, arrives, it can feel so good!
Bottom line? Direct mail works. It can foster lasting connection. It can feel like a present. And it can be one important part of an overall marketing and engagement strategy designed to keep your customers close and draw new ones to you. And it can do it in ways that are much more affordable than you might think.
There is a lot to say about personalization and variable data where direct mail is concerned and SPOILER ALERT) that will be the topic of our next blog. HOWEVER, If you want to talk about this sooner, Lisa and the team are ready to help.
Reach out today to find out how we can help you make direct mail work for you and your brand.