Is it really junk mail?
Direct mail, or “junk mail” as many refer to it, is the delivery of advertising material to recipients of the postal service. This includes advertising circulars, coupon envelopes, catalogs, and other commercial merchandise delivered to a home or business.
Many advertisers believe this advertising form is losing ground in the digital age. But on the contrary, advertisers are predicted to spend more than $43.3 billion in 2022. Which is a $1.4 billion increase from 2021.
What are the benefits of Direct Mail?
Targeting – Advertisers can target consumers who are most likely to use their product or service. For example, targeting a specific household through the advertiser’s database increases the efficiency and effectiveness of the message.
Cost-effect
iveness – Direct mail can be very cost-effective. When you layer in database targeting with a strong creative message, the results can be quite profitable.
Testing – Direct mail allows you to test to determine what location, creative message or offer will drive the largest return. A simple A/B test with a new vs. a control can provide valuable intelligence as you develop and grow your campaign.
Experts predict trends in 2016, including personalization, multi-layered marketing, enhanced databases of consumer information and multiple response devices. Adding direct mail with a focused demographic can elevate your advertising strategy to capitalize on these trends. Include a simple URL or keyword in your print content, so it’s easier for consumers to follow up your advertisement with an online search or click.
The bottom line is direct mail is not junk. When done correctly, it is a form of advertising that can yield profitable results.
If you would like to know more about how this medium could help round out a healthy marketing strategy, contact us!
