3 Reasons Why Direct Mail Works

1.     Opportunities to Stand Apart!

With only three pieces of physical mail arriving in the mailbox each day, there are fewer distractions and less competition…allowing your client’s direct mail message to shine.

Want to really stand apart? Tantalize your recipients’ visual and tactile senses! Entice them to open your piece by enclosing it in a colorful or textured envelope. Mohawk offers the world’s largest collection of premium envelopes, available in rich colors, fibered shades and distinct textures – in standard and custom sizes.

Once in the mailbox, your messaging is in good hands…literally! The USPS conducted a study and found that 98% of consumers bring in the mail the day it’s delivered and an incredible 77% review their mail immediately. 

2.     Trustworthy and Enjoyable

Print elicits feelings of trust. For many, there is real power in the printed word. A study by Print in the Mix found that 56% of respondents cited print as the most trustworthy of media channels. ­ 

And it’s not difficult to imagine why. Email marketing, search advertising, and online banner ads can come across as intrusive. In an online setting, consumers may be wary to click links due to security concerns – especially from brands they aren’t familiar with.

For many, receiving printed mail is a pleasure; whether it is a hand written note from a friend, an acceptance letter or a unique catalog. Engaging the sense of touch makes print special. 

3.     Proven to Deliver Results.

First and foremost, direct mail triggers action from its recipients. According to the Direct Marketing Association, its response rate (4.4%) is remarkably higher than that of email (0.12%) and online display ads by a wide margin.

Direct mail can also work in tandem with your online efforts. A 2013 study by the DMA, From Letter to Inbox, found that the top-three actions people take after receiving direct mail from a brand they’re interested in is: (1) visit their website (44%), (2) search online (34%), and (3) keep the direct mail piece for future reference (26%).

What’s more, the USPS found that shoppers who receive a direct mail piece directing them to an online site spend an average of 13% more than those who do not receive a printed piece.

For you and your customers, that’s a sure recipe for success!

Tips for Making Direct Mail Work for You and Your Clients

• Educate your customers on the many advantages of direct mail.
• Personalization creates relevancy and captures the recipients’ attention. Tout the importance of this to your customers
• The USPS Every Door Direct Mail (EDDM) program offers tremendous opportunities for small business owners. 
• Consider creating a self-promotional direct mail campaign. Including different substrates and design elements is a great way to show off your capabilities. If customers and prospects can see firsthand what you can offer, they may be more likely to consider your services.
• Make an impression and stand apart by using Mohawk paper and envelope products. Choose from smooth satins, soft felts, textured linens, bright colors and more.