![]() And an IAS study found that 77% of marketing professionals consider eroding consumer trust a major issue in social advertising today. Marketers know that trust is the foundation of brand loyalty. The US Data Corporation found that 39% of consumers try a new business out for the first time because of receiving direct mail from them. For example, consider using QR codes, personalized URLs (PURLS), promotional URLs, phone numbers, or prompts to schedule in-person visits.” A printed piece is tactile, and you can use it to activate different touchpoints than you typically would in other channels. “A data-driven omnichannel strategy will help you decide how to fit direct mail into the right place. But one thing is certain: Many consumers today are likely to expect your brand to be present in multiple channels. “Which ones work best for delivering good ROI? There’s no single answer: It depends on your goals and budget, among other factors. Direct mail and digital channels like email and social have touchpoints that can trigger each other and result in a desired action. (Triadex Services) It’s an effective trigger for your omnichannel strategy.Ī recent Forbes article explains it like this: “The customer journey today is about how different channels work with each other. 54% of consumers say they want direct mail from brands that interest them. The novelty of a tangible connection with brands they support has customers of all ages swooning. Plus, it’s proven effective in reinforcing brand recognition, driving loyalty, and boosting online and offline sales. It’s a cost-effective B2B and B2C marketing tool that can help you amplify your brand message beyond a single-channel effort. So, whether you’re looking to convert prospects, connect with current customers, or reactivate those who have fallen off, direct mail is worth your attention. When the USPS studied how consumers across generations perceive and respond to mail, they found nine out of 10 consumers regularly engage with promotional mail: 96% of Boomers, 92% of Gen X, and 93% of Millennials read and open promotional mail. ![]() These key benefits reinforce why direct mail should be part of your marketing mix: Five reasons to use direct mail in 2023: It has mass appeal. As many consumers are overwhelmed by the continuous scroll of digital content, direct mail offers the kind of tangible, real-life connection that people are craving. It’s here to stay for the foreseeable future: Industry leaders agree that direct mail’s long-time appeal is enjoying a bounce from digital fatigue. Those statistics are enough to make us all notice, especially when you consider that direct mail is more than a trend.
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