In the modern internet age, the market for companies to gain exposure through email is becoming oversaturated. Integrating direct mail with an online presence is the key to a winning combination as smart marketers are able to balance the weaknesses of one with the strengths of the other.
According to the Direct Marketing Association (DMA), direct mail and online marketing complement each other. While online marketing is generally low-cost and low-impact, print is higher-cost, but higher-impact. “Where online marketing is passive, direct mail is active. Direct mailings are proactive and tactile – demanding that the recipient do something with it,” says the DMA. “The better response rates make the return on the investment worthwhile for both retention and acquisition.”
BirthdayPak is an award-winning marketing platform that brings local upscale businesses together with their best customers. Through a powerful convergence of print and digital marketing techniques, BirthdayPak is able to create first time engagements for an exclusive group of affluent consumers. BirthdayPak utilizes direct mail marketing when sending consumers the gift cards for their birthday. These recipients are then encouraged to activate their gift cards online. After this quick online activation process, they become a member of the BirthdayPak community, which opens the door to multiple digital marketing opportunities and keeps them engaged throughout the year, well beyond the celebration of their birthday.
Email in conjunction with a direct mail campaign achieves brand awareness and recall, increased ROI, and a user-friendly customer experience. Consumers who are well-versed in email marketing are blocking out messages with advanced filters and knowledge of practices. In 2015, the average consumer was receiving around 88 business emails per day. According to a study by the Pew Research Center, using solely email for a marketing campaign also excludes 41% of seniors and 13% of total Americans that don’t use the internet at all.
Using direct mail in conjunction with email marketing connects print and digital campaigns to create a stronger brand experience for consumers. Listed below are four reasons why companies should integrate direct mail into their marketing campaigns.
Recipients Spend More Time with Every Piece of Mail They Get
Open rates by recipients of email marketing is generally around 17 to 27 percent. With direct mail, 80 to 90 percent of recipients will open their mail. This leads to an increase in brand exposure and response rates. Unlike email, people are actually sorting through their physical mail, and they do so immediately. A study by Epsilon showed that 77% of people sort through their physical mail as soon as they get it and 98% of people check their mail on a daily basis.
Direct Mail is Tangible
70 percent of Americans believe mail is “more personal” than email. One study about the “neuroscience behind the response-driving power of direct mail,” found that direct mail generates a motivation score, described as “a measure of approach-avoidance behavior, or the feeling of ‘wanting’ that drives urges and decision-making,” is 20% higher than digital media. Direct mail was found to require 21% less cognitive effort than other print media, which means a brand message is absorbed more quickly and effectively. Millward Brown, a research agency, found that physical media left a “deeper footprint” in the brain than digital media did. If people can touch and see a piece of direct mail, they’re likely to be more engaged with it.
Recipients Are Engaged
It’s much harder to prove that mail was opened, looked at, or considered when it’s in print. However, according to the Direct Marketing Association (DMA), when direct mail contains a promoted website address, nearly 60% will be influenced to visit and 66% of consumers have bought something because of direct mail.
Direct Mail Marketing Continues to Increase
Direct mail has a median ROI of nearly 27% and is a hard number to ignore when considering a brand marketing campaign. In 2014, direct mail was reported to be a $1.39 billion industry and more than 150 million direct mail promotions were sent out in 2015. 42% of recipients read or scanned the direct mail pieces and more than 2.5 billion offers or promotions were redeemed.
BirthdayPak is a unique and powerful multi-channel marketing platform. There are limited markets available for franchise throughout the United States. Please visit www.BirthdayPakFranchise.com, call at 888-206-0083, or email at Franchising@birthdaypak.com to learn more.