Consumers are flooded with digital ads all day. Consumers see an average of 63 banner ads per day. Do you recall any of the digital ads you saw today? This overexposure to ads creates banner blindness, essentially rendering the advertisement useless.
Even though banner ads go ignored, the move to digital advertising happened in response to a culture shift in how consumers get their information. But the data is beginning to show that businesses should not abandon the traditional ways of advertising including direct mail.
Print vs. digital advertising
In general, mail volume has decreased. According to the USPS, the mail volume has decreased by nearly 30%. The current data indicates each household averages about two pieces of physical mail per day. In contrast, the average office worker receives over 120 emails per day. That is a significant difference between the volume of physical vs digital mail.
When online, the consumer is saturated with information and advertisements. Each piece of data is competing for their attention. But when the same consumer reaches into their mailbox they likely only have a few pieces of data demanding their attention. The direct mail space is far less crowded.
But does it hold their attention? Despite the decline in mail volume, consumers’ recall rate of direct mail advertising is 70% higher than digital ads. While the data continues to show that online advertising is often ignored, only 20% of retail emails are even opened.
Why direct mail works
Not only is the market less saturated, but consumers also trust direct mail more. According to one study, 56% of people feel that print advertising is the most trustworthy.
In the digital space, many consumers are concerned about phishing attempts. Phishing has become a major concern as hacker groups turn to emailed links to gain access to consumers’ computers. Because of these scams, many advertisements go unopened and links are distrusted. However, there is no threat of scams in receiving direct mail. The advertisement itself carries no risk
Direct mail cuts through the noise. Inboxes are full of spam and junk mail leaving consumers feeling overwhelmed. Consumers may simply delete anything that comes from an unknown address. Direct mail feels personal. It comes straight to their address with their name on it.
Direct mail stays with the consumer longer. Because it is a tangible piece of information, it is in the household and seen more than a digital ad. Oftentimes, direct mail can be referred back to over a period of time.
One study indicated that “physical ads triggered activity in a part of the brain that corresponds with value and desirability.” The participants also remembered the ads better and had a stronger emotional response to them.
Tips for direct mail
As you can see there are many benefits to using direct mail. Here are some tips on how to use it:
- Keep your messaging brief. Use bullets and provide chunks of information.
- Be authentic to your brand. Use a conversational tone.
- Make your mail stand out with texture – consider glossy prints or a non-traditional texture.
- Show how your organization is helping the greater good. People want to feel good about where they spend their money. Highlight some of your charitable accomplishments.
Direct mail is a great way to share your services with a wider audience. You are more likely to get engagement via direct mail than digital advertising. Direct mail stays with your audience and they find it more trustworthy. For your next round of advertising, consider using direct mail.
Precision Color Graphics is a full-service, large format digital color printing company. For your direct mail printing needs, contact us!