Direct Mail is Worth a Thousand Words
According to a study of commercial printing trends, direct mail campaigns are on an upward swing. It’s expected that almost 72% of corporations will use direct mail, including catalogs, postcards, brochures, and books. Well-executed direct mail campaigns have a higher response rate than digital tactics, and direct mail reaches audiences that online campaigns don’t.
An outstanding metric to note is that companies of all ages – even new companies founded in the digital age – use direct mail. Companies 10 and 20 years old are leveraging direct mail at rates of 14.5% and 15.8%, respectively. Google, Amazon, Door Dash, and industry leaders in real estate, health care, leisure and travel are all using direct mail marketing to reach consumers.
Sending a postcard as a direct mail marketing piece is a quick and versatile way to get consumers’ attention. Using eye-catching graphics, an attention-grabbing headline, and quality card stock gives a postcard heft and authority. A brochure mailer has the advantage of giving consumers more information than a postcard, while still providing contact information and calls-to-action. Staying in front of your customers with relevant, targeted messages and offers can help keep your business front of mind.
One cost-effective method to reach customers is with self-mailers. A quick way to get your offers or branded materials into the mailstream is by creating a self-mailable piece or publication that can be inkjet addressed inline as it is printed—no inserting into envelopes or additional assembly work. The printed piece catches the eye as soon as it lands in the mailbox.
More Direct Than Email
- Consumers like getting mail, and they especially seem to like postcards and catalogs.
- Because of their tangibility, direct mail pieces last longer than emails.
- Direct mail postcards are perfect for coupons. Putting a coupon on a postcard makes it easy to hold on to, and easy to use.
- Direct mail is also perfect for images. On a postcard, a powerful image paired with short, concise copy tells the receiver everything they need to know at a glance. With brochures and catalogs, companies have the opportunity to tell a longer story, and still emphasize image and copy elements.
- Response rates to digital interactive elements, also called digital calls to action, have doubled in the past four years. These callouts include social media channels, QR codes, and prompts to visit a website.
- Postcards and brochures are versatile. These types of direct mail come in a variety of sizes and card stocks, with specialty coatings and graphic elements that can make an immediate impact.
Consolidated Press is your printing partner for direct mail. Contact us to talk about specialty printing, unique sizes and special mailing rates.