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Push through the clutter of digital communications with direct mail
On any given day, the average person may see as many as 3,000 messages, according to the Printing Industries Alliance. Wading through emails, texts and websites, the incalculable number of social media posts and advertisements can be overwhelming for anyone. And while a multitude of companies are likely seeing exposure amongst those thousands of messages, the chance of customers actually being engaged with any one particular message or advertisement is slim. Luckily, cutting through the digital clutter is as easy as sending a letter.
In 2012, a study conducted by Epsilon revealed consumers' preferences for information medium is dictated by the industry it is representing. For instance, 38 percent of respondents admitted to preferring postal mail for information regarding financial services, while only 11 percent preferred email. But for travel, 32 percent preferred email and only 22 percent preferred postal mail. For many, a preference to traditional mail still rings true as the Printing Industries Alliance reports that a recent Target Marketing study found 34 percent of new customers responding to a company's advertisement do so as the result of a piece of direct mail. It's because of this that 88 percent of businesses still use direct mail as a pillar of their marketing strategy.
As an additional feather in the cap of direct mail marketers, a recent infographic from Print is Big revealed that while only 10 percent of most industries use recycled energy to produce their products, 70 percent of direct mail is derived from recycled materials and 60 percent of the energy used to produce paper also comes from recycled materials.
Direct mail is smart, relevant, green and still a trusted medium. For companies hoping to capitalize on the potential that has become synonymous with direct marketing, mailing software is the perfect investment. With automated sorting and the immediate standardization, validation and barcoding of each address, mailing software consolidates postal operations while ensuring efficiency and cost-effectiveness.
