Most marketers have been worrying about the death of mail marketing in recent times. There have been numerous conversations about how mail no longer brings in the audience and the impact that it used to have. However, the global statistics seem to point in a different direction.
Surveys and studies have shown that direct mail campaigns actually produce a higher return than online display ads and paid search combined. You’ll be surprised to hear that direct mail is just a single percentage behind social media, which is obviously the highest ROI generator for online businesses.
Therefore, it is fair to say that any business with an online presence shouldn’t undermine the effect of mail marketing. It is an excellent way to massively increase your audience, improve your revenue and track your growth through measurable insights.
Today, let’s discuss how mail can help in enhancing your brand’s online presence.
1. Builds Awareness and Brand Appeal
Building brand awareness is one of the most important aspects of any online business. As your business starts to grow, your audience must grow with it in order to develop a sustainable future for the brand.
Brand awareness is the intangible asset that offers your business the benefit of an increased audience. It ensures that you are at an advantage over your competitors as your target consumers pick your products over all others.
The role of mail in building awareness and brand appeal is quite pivotal. You can optimize your mail marketing strategies to include brand updates, send offers and unique promotions and even reach out to past customers in hopes of reviving their interest in your products and services.
2. Sends Personalized, Targeted Messages
With mail, your brand has endless opportunities to customize the message and create personalized campaigns for the target audience. These efforts can be as little as including the recipient’s name with the greeting or more complex by creating personalized content that fits the individual’s exact needs based on their online search results.
Research shows that mail containing the first name of the recipient in their subject line enjoys a significantly higher audience than generic mail. Additionally, 70% of global consumers believe that direct mail is more personal than online interactions, making them more likely to read it.
Direct mail open rates tend to reach open rates of up to 90% when done well. When you add personalized content to this mix, it works wonders to improve your online presence. Find out how you can improve your mail strategies with active mail here.
3. Easier to Process by Everyone
Did you know that there is a scientific reason behind why people still prefer direct mail over emails, even in this digital age? It’s because mail is easier to process for everyone!
A study conducted to compare the effect of direct mail to digital advertisements showed that it requires 21% less thought to understand and process direct mail. The eye-tracking and brain imaging technology used indicated that direct mail is readable and therefore actionable for a larger group of people from all walks of life.
Therefore, if you use mail to reach out to your target audience, you are likely to receive a higher response than through email.
It is also important to keep in mind that your target audience is likely to contain people who aren’t tech-savvy. If you solely rely on online platforms and digital marketing to increase your brand presence, your business will miss out on a large chunk of the audience that could be converted into qualified leads.
Emails and online ads tend to be confusing to people and are often deemed unreliable by customers. That is where mail steps in to save the day and enhance your brand’s online presence!
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