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Direct mail reaches customers who are not online
The Internet seems to have infiltrated every aspect of our day-to-day lives. From work to entertainment to our social lives, we depend on technology now more than ever before. However, this certainly doesn't eliminate the need for address verification software, as there are plenty of us who still aren't connected via the Web.
Who is not online?
Technology is often thought of as the younger generation's domain. This belief holds somewhat true - according to a 2013 report from the Pew Research Center's Internet Project, 44% of individuals over 64 did not go online. Nearly half of all non-Internet users were in this demographic. According to a Pew Internet & American Life report from 2012, household income also played a role in access: As household income rose, so did the percentage of adults using the Internet.
Why are these individuals not connected to the Web?
The Pew 2012 report showed 20 percent of U.S. adults were not online. By 2013, Pew reported the number of adults 18 and over who weren't on the Web at all had dropped to 15 percent. While 5 percentage points lower than the previous year, this is still a significant sum, and presents plentiful opportunities for companies that rely on more traditional marketing channels, like direct mail.
Thirty-four percent claim the Internet isn't relevant to their lives, and 32 percent say it's difficult or frustrating to use or they're worried about spam and malware. Nearly 1 in 5 of this group said they were held back by lack of computer or the inability to pay for Internet access. Only 7 percent cited a physical lack of availability or access.
What does this mean for your company?
While email or other forms of digital marketing may work in attracting certain target markets, they won't necessarily work to help your company connect with certain demographics. This especially rings true for businesses that want to reach older individuals - if these people aren't online, they need to learn about your product or services in another way. In these instances, direct mail can be the ideal solution and help spread your message to those who may miss your online messages. Using address correction software to send out these mailer ensures a successful campaign with this audience as possible.
