Reasons Why Mail Advertising Works

Posted by johnpreston on October 26th, 2016

In today’s day and age, we live in an increasingly connected, digitized, globalized world. It permeates every aspect of our lives; what we watch, share, and buy is all in some way affected by our increasingly digital environment. Given this fact, some might presume that digital advertising is the best way to net prospective clients and build a customer base. However, studies have demonstrated that this is not the case; they instead indicate that direct mail advertising is still considerably more effective than digital content in marketing your products and services. Why is this?

The Magic Touch
When you send actual, printed material to people, it is infintely more real than an email with a few eye-catching photos and some text. It is something they can touch, and hold, and feel. It’s something they can connect with. However, the visual appeal of digital marketing is not to be denied, but instead incorporated. Physical print material, combined with visually arresting images, graphics, and text is a powerful combination. This is the reason that coupon mail advertising in St. Charles, IL has and continues to be so successful.

Types of Direct Mail
There are many different types of direct mail advertising including brochures, coupons, postcards, and packages. These various forms of advertising can be created in-house or outsourced to printing services, and then sent through the post directly to target customers. Typically, all of these materials have a few common elements. These are the company’s name and logo, a sales announcement or offer, as well as the call to action. A call to action engages the reader, prompting them to inquire, learn more, experiment, and eventually try the product for themselves. Additionally, all advertising contains the contact information of the business, prominently displayed, so that potential customers can get in touch easily.

Why Direct Mail Works
Contrary to popular opinion, direct mail still works effectively to reach the customer. According to the US Post Office, nearly 80% of consumers actually read some or all of the messages that they receive in their mailbox.  This is especially true for customers in the 13 to 34 age bracket, of which 40 percent read their messages immediately.  This means that people still enjoy the personal element to posted mail, indicating that postcard advertising St. Charles, IL would be positively received.  Furthermore, the rate of response increases when postal advertising is supplemented with a mobile marketing arm and digital call to action.

Variety is also another factor that can increase the efficiency of mail advertising. When a person receives a brochure, catalog, or postcard about an offer, what will draw them in is diverse material with a personal touch. The advertisement must stand out from the mundane; A simple, successful way to do this is to address the recipient directly by name. Customized or personalized content also draws greater engagement, increasing the likelihood that the recipient will respond to the call to action.

One final reason why direct mail advertising works well is market segmentation. A wide market can be divided into different segments based on location, demographic information, or purchasing behavior. After identifying a specific market segment, mail coupon advertising in Chicago can be used to promote products with a high degree of success. It is evident that direct mail advertising is a powerful strategy for any business that aims to market their products and services, expand their customer base, and invest in long term growth.

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