The horizon is looking a bit brighter these days.
And things will slowly start becoming more normal. The “old normal” is likely at least 6 months away but we should see workers begin to reopen their offices and those businesses that have weathered 2020 begin to see business start picking up again. Many businesses had cutbacks, especially to marketing. But now, how you market your company in 2021 is going to be critical for many industries.
So it begs the question, how are you going to reach your potential customers? For a marketing medium that gets results, looking no further than direct mail.
We see a lot less of it
In a world where we are inundated with thousands of ads on a daily basis, it’s nice when something stands out. Here’s a somewhat staggering comparison for you:
On average, Americans receive 605 emails and 16.8 pieces of mail every week. Put another way, For roughly every 36 emails you receive on average, you get 1 piece of mail in your mailbox. (Source: https://www.compu-mail.com/statistics/25-direct-marketing-statistics-for-2020)
Isn’t it insane how many emails we get every single day?
Direct Mail in an omnichannel campaign makes all involved media do better
When digital and direct mail are combined, marketers see:
Email is the clear leader in ROI, as many email campaigns are set up in-house for many companies. And besides, this process can even be almost entirely automated once you have lists and templates. But remember how many emails we get in a day? The chances of your email breaking through the clutter aren’t high.
Next, we have Social Media, and again, ROI is higher because a lot of social media can be done in-house, and you can get a better return if you aren’t using paid ads (and are getting results.) Even with this advantage, direct mail stands 1% behind social media in terms of return on investment.