Although many businesses are turning their marketing strategies towards digital and social mediums, the direct mail industry is still growing steadily, seeing an increase in spending from $47.2 billion to $48.4 billion between 2015 and 2016. It’s undeniable that technology is forever changing the marketing industry, but the strong response rates and return on investment that direct mail provides is not to be ignored.
People deal with email overload everyday, and the reality is that most people don’t have the time or desire to go through and click each and every email. The same is partially true for direct mail, but having a physical letter holds so much more gravitas. Epsilon conducted a study showing that 77 percent of consumers sort through their mail as soon as they get. To follow up with that, the U.S. Postal Services says that 98 percent of people check their mail every day. That means physical mail has a much better chance of being read and actually generating a lead.
Election Day: Direct Mail for Campaigns
As election season draws to a close, it’s worth noting the continued significance of direct mail for political outreach. Even digital programs only reach about half of their audience or less. Part of the appeal of direct mail for campaigns is the low barrier for entry and the ability to target the homes of voters you choose. The infrastructure to pull off a successful television spot or social media campaign costs significantly more than a direct mail service.
Perhaps the most important reason why direct mail still matters to so many businesses is the cost to lead ratio and return on investment it provides. With a mailing list you can target your ideal demographic and significantly reduce costs and time compared to other mediums. Where other forms of marketing are a “shot-gun blast”, targeted direct mail is a scalpel.
Atlantic Graphic Systems Is Your Premier Printing and Binding Equipment Supplier
Established in 1976, Atlantic Graphic Systems has been a premier equipment sales and service provider for forty years. The technology of printing has been integral to the communication of ideas and information for hundreds of years. We’re proud to work in this historic and dynamic field. If you’d like to order equipment or services, call us at 410-290-8200 or visit our Contact Page. Want to keep up with the latest news and information? Follow us on Facebook, Twitter, Google+, Pinterest, and Linkedin!