Insights / Uncategorized

PUBLISHED: Mar 13, 2020 4 min read

Personalized Direct Mail Marketing: A Cure for Email Fatigue?

It’s the go-to strategy for customer engagement, but is it still effective?

Email marketing is a primary go-to strategy for customer engagement for a simple reason: it’s cheap and fast. But through the years, with the constant use of this service, is it still effective?

Think about your own inbox. How many emails have you actually opened and read? How many times have you deleted messages from your inbox without even reading the subject line? With the consumers’ inboxes being saturated, most marketers are suffering from email fatigue, which means lower open rates and lower click rates.

In a recent email perception study by Fluent, it reveals that half of their respondents feel like they receive too many emails. About 51 percent also claimed that they rarely open marketing emails. Edison reports also revealed that 75 percent of the respondents feel overwhelmed by the number of emails received and only 15 percent consider such emails useful.

Data privacy is another concern that most consumers are wary about. Many have become more cautious in subscribing to mailing lists and many are actively opting out as well. These factors make digital outreach risky for many marketers.

The best way to counteract the situation is to find other ways you can reach out to customers. Not using emails as your sole marketing strategy[amsive_tooltip term=”marketing-mix”] can significantly lessen the risk of being flagged as spam, which can damage your reputation and decrease your customer lifetime value. A good strategy to complement your digital marketing[amsive_tooltip term=”digital-marketing”] efforts is to reinvest in direct mail marketing.

Reviving your direct mail marketing strategy provides marketers the opportunity to deliver a real, personalized message to their customers without the risk of getting flagged. When done right, a highly personalized direct mail piece can evoke emotional responses that email won’t be able to ever replicate.

Does Direct Mail Marketing Still Work?

The answer is a resounding yes. Apparently, loyal customers enjoy receiving direct mail offers. A recent survey revealed that 51 percent of shoppers admitted to liking getting mail from their favorite brands. About 56 percent of consumers also find print marketing more trustworthy and 70 percent think direct mail shows a more personal touch compared to its electronic counterpart.

Direct mail is a great solution for marketers missing a customer’s email address. It also covers deliverability issues, which are often caused by bad data, over-sending, or failure to use best email practices.

How to Launch a Personalized Direct Mail Marketing Campaign

If you’re new in the game or are planning to relaunch your direct mail marketing campaign this year, here are a few ways you can do to get started:

Should I Hire A Direct Mail Company?

Direct mail is one of the oldest marketing strategies. If you’ve decided to give it a try, there are plenty of high-quality vendors who can help you with your campaign. Hiring a company like Amsive can help you in both designing and printing your mailers along with selecting targeted data.

Balance Cost and ROIs

Direct mail does cost much more compared to digital marketing, which almost always feels like a free resource. Fact is, direct mail delivers strong ROI[amsive_tooltip term=”return-on-investment”]. Many marketers attest that a direct mail campaign has a lot higher return compared to email marketing campaigns.

A direct mail campaign can generate 18 to 20 percent ROI on average. B2C[amsive_tooltip term=”business-to-consumer”] marketers found that about 56 percent of their customers who are actively engaging with their print materials are more likely to visit their website or drop by their stores. Also, 62 percent of customers who responded to their first direct mail ended up making a purchase within three months.

Stick to the Best Practices

Many of the best practices in email marketing are applicable to direct mail, such as personalizing messages with customer names and giving it a local touch (addressing the message from a local store representative).

Personalized direct mail marketing may not be a new strategy but it’s a strategy worth revisiting.

Learn how Amsive leverages data and insights to drive meaningful, measurable connections across the entire consumer journey by contacting us today.