Customer acquisition - why direct mail still delivers.

Data Strategy
Direct Mail
Direct Marketing - Fulfilment

Reaching new customers is a major challenge for businesses in todays’ challenging business landscape. Prospects are exposed to thousands of marketing messages every day and GDPR data privacy levels are a concern to many marketers. It is now proving hard to get your brand in front of new prospects in order to grow your business. But are you overlooking how the use of direct mail can boost your customer acquisition and deliver a strong ROI?

 

87% find messages delivered by mail as believable, compared to 48% for email.*

 

Boost your customer acquisition with direct mail.

One of the main customer acquisition challenges facing businesses today is the number of marketing messages with consumers being bombard with as many as 5,000 adverts a day – this has increased 10 fold since the 70s, making it hard to get your message through and leading to a loss of trust in brands. Consumer trust has decreased with 55% of consumers saying they don’t trust companies they buy from as much as they used to. This is where direct mail marketing is bucking the trend – with smart targeting you can still get your message directly into the hands of your prospects, unlike another media. Receipt of physical items are more trusted, believable and more likely to promote action.

 

Mail has a 90% customer engagement rate* and 38% bought something after receiving mail.

 

The physical and tactile nature of direct mail grabs attention, by putting your brand directly into their hands means customers remember. Mail has a 90% customer engagement rate and as a result of receiving mail, 38% of consumers bought or ordered products or services.

After over a decade or more of digital dominance, many people had fallen out of love with direct mail, and many of the new generation of marketers having grown up in a digital world, have probably never considered direct mail as part of their marketing strategy. Although direct mail is more expensive than digital marketing it is proven to be far more cost effective, and when combined with digital campaigns as part of a multi-media strategy the results are even stronger. As the saying goes ‘you buy cheap, you buy twice’.

Innovations with clever use of targeting are boosting its effectiveness and with JICmail quantifying the actions taken when receiving advertising mail, it is clear that direct mail is not only surviving but beginning to thrive.

There is no denying that there has been a decline in the use of direct mail as part of the marketing arsenal – a Royal Mail report earlier in the year forecasted a short term continuation of the decline until 2020, due to the economic uncertainty and the impact of GDPR. But the report also says that from 2020 onwards initiatives such as Partially Addressed Mail and JICmail quantification of its effectiveness will boost the market.

 

You can read the rest of Nick's article here: https://www.precisionmarketinggroup.co.uk/customer-acquisition-why-direct-mail-still-delivers