By Jim Osborn, Boelte-Hall
This is a stressful time for businesses all around the world- big and small alike. The COVID-19 pandemic has taken over the globe and nothing seems normal. Most businesses are concerned about how to communicate effectively with their audience.
We’ve all heard people say, “digital is the way to go. Social, organic, PPC… that’s the way to communicate and drive new business”. And sure, digital marketing is certainly an effective way to communicate, but the fact is that print marketing, specifically direct mail campaigns are enjoying a bit of a resurgence. Digital obstacles such as ad blocking software, email opt-outs, and a general digital ad (a.k.a. spam) fatigue have forced marketers to adjust strategies and look for additional ways to connect with customers. And while catalogs, brochures, and promotional pieces are high on the list, Direct Mail may offer the best bang for the buck during this pandemic. In fact, according to Small Biz Genius, 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
As people grow tired of digital ads, direct mail offers a tactile form of communication. Recipients can physically touch, feel, and even smell a piece of mail. The engagement of these senses promotes a personal connection with the piece and it’s messaging. Though direct mail may feel outdated with all of the high-tech marketing campaigns you can create online, it is still a great way to reach your audience, get their attention in a saturated market and connect with them on a more personal level.
Think of it like this: Your audience is overwhelmed by the number of emails they receive, and the advertisements they see on social media and websites; it’s nearly impossible to stand out with everyone competing for attention online. Direct mail, however, is a tangible product in your audience’s hands. Even if your mailer ultimately ends up in the trash, the recipient at least had to look at it and see your organization’s branding, bringing you front of mind in the moment.
So, remember, direct mail works! But deciding to launch a direct mail campaign involves more than well thought out designs and call to actions. It requires a partner that will deliver effective and engaging production. When you’re ready to print your next job, Let’s Print Together!
Jim Osborn
Sr. Sales Executive
Boelte Hall
913.766.7712