In capturing attention, brand recall, and response rates, studies show direct mail out-performs digital channels. The physical nature of mail, its ability to reach prospects on an individual level, and a longer shelf-life compared to online campaigns all play a part in driving increased audience engagement.
Cost-effectiveness, audience attention, and instant connectivity are driving marketers to online channels. However, marketing strategies should not be an all-or-nothing venture. Consumers are sophisticated and will adopt behaviors reflective of their preferences in a given channel. Marketers should understand where and why consumers prefer to see one type of message in one channel compared to another, and balance their omnichannel strategy to best reflect those preferences.
We can help you create and adopt strategies often employed in digital marketing to your direct mail campaigns in order to drive extended engagement.