Direct mail has long been a marketing staple, but as the digital landscape has evolved, misconceptions about this powerful tool have emerged, with some overlooking its proven effectiveness.
So, we’re here to put the DM record straight, looking at what constitutes direct mail while busting the myths surrounding it and shedding light on its versatility, effectiveness, and relevance in today's marketing world.
Most understand that direct mail (DM) is an offline marketing approach that involves sending physical promotional materials directly to a prospect’s home via the postal service or courier. However, some mistakenly label DM as outdated. They believe it’s just ‘boring’ letters or mass-produced junk mail when, in fact, these materials can be highly creative, engaging, and targeted forms of advertising.
Just as digital marketing has evolved, so has offline advertising with specialist print equipment broadening the creative possibilities and data insights driving specifically targeted marcomms infused with personalisation.
This, coupled with mail’s tangible and trusted nature, means DM stands out more than ever in today’s digitally saturated world. But that doesn’t mean you can’t combine the two. When done right, direct mail can form a powerful part of an omnichannel marketing strategy, helping to drive website traffic, enhance brand awareness and build meaningful customer relationships.
So that’s the ‘what’ element, now let’s address some of the common misconceptions of DM. Covering topics from traceability and engagement to cost and sustainability, we’ll explain what makes these myths unfounded while highlighting the eternal benefits of direct mail.
Myth: Direct mail is limited to plain ‘boring’ letters.
Reality: Thanks to advances in print technology and the creative minds of marketing teams, direct mail now spans many formats with imagination the only limit to what’s possible. Simply pick a DM format that aligns with your goals, budget and audience and let the creativity flow:
Postcards - Cost-effective, measurable and engaging print marketing gems, perfect for quick, impactful messages.
Self-Mailers - High-quality and budget-friendly mail that bypasses envelopes, offering ample space for copy and inclusion of reply cards or coupons.
Brochures - Ideal for detailed information, these formats provide a tactile experience that can captivate the reader with personalised content and compelling visuals.
Dimensional Mailers - Innovative and attention-grabbing, these can be any shape or size, offering a unique unboxing experience and boasting the highest response rate among DM.
Catalogues - Perfect for showcasing a range of products, these formats are print marketing powerhouses in driving website traffic and enticing in-store visits.
Booklets & LookBooks - Ideal for personalised information, these formats provide a tactile experience that captivates the reader with personalised content and compelling visuals. Perfect for storytelling.
Myth: In the digital age, print marketing is obsolete.
Reality: Recent studies show 95% of mail is engaged with, and 75% is read. Here’s why:
Novelty Factor - For many, and particularly younger generations, receiving mail is a refreshing change from the daily barrage of online messages. Print marketing cuts through the digital noise and gives respite from digital fatigue, whilst providing a tangible and engaging experience.
Tactile Nature - Unlike email, physical mail doesn’t hang around in some crowded digital space hoping to get noticed, instead it turns up at consumers’ homes and demands their attention. This level of engagement makes it hard to ignore and many pieces of DM are kept for future reference with studies revealing 46% of mail is still in the home 28 days after being delivered.
Instinctive Trust - Time may have moved on but print’s reputation as a trusted communication channel remains strong with this study highlighting a whopping 87% of respondents deemed mail as ‘believable’. It’s also reported to have particularly positive perceptions among older demographics, making DM an effective tool for targeting audiences of all generations.
Myth: Direct mail campaigns are untrackable, making it impossible to measure ROI.
Reality: Modern direct mail integrates seamlessly with digital tools to provide measurable results:
QR Codes - Including QR codes in your mail helps drive recipients to specific landing pages, allowing you to track engagement.
Offer Codes - Unique offer codes included in direct mail pieces can be used to measure conversions and track customer responses.
Myth: Direct mail is too costly compared to digital marketing.
Reality: While direct mail might seem expensive, it often delivers a significant return on investment:
Proven ROI - Research by Marketreach reveals that campaigns with mail in the mix are 52% more likely to report ROI benefits, demonstrating its effectiveness in driving sales and engagement.
Cost Efficiency - Brands can leverage bulk printing and postal rates to reduce costs, making direct mail a cost-effective option for reaching a large audience.
Value - The tangible and engaging nature of direct mail boosts conversion rates and customer loyalty, maximising the value of your spend, with this study by JICMAIL revealing 30% of mail prompts a commercial action.
Myth: Recipients view all advertising mail as junk.
Reality: Creative direct mail can easily captivate consumers while print’s authoritative nature helps give physical campaigns added weight.
Imaginative DM - From creative concepts and unique formats to high-quality finishes, direct mail can be transformed into an engaging piece of advertising art that stands out amongst regular post.
Print Authority - Mail is deemed a trusted advertising medium and it's widely reported that people attach more credibility to print ads than digital.
Myth: Direct mail is impersonal and generic.
Reality: Thanks to clever data analytics, direct mail can be highly personalised, from a birthday card bearing the recipient’s name to a catalogue of their favourite products:
Data-Driven Marketing - Information gathered online about customer behaviour and preferences can be used to create targeted campaigns making your content all the more relevant and engaging.
Personal Messages - Likewise, personalised offers, birthday discounts, and event invitations can be sent directly to consumers based on data insights, helping to build customer loyalty and gain brand advocates.
Myth: Direct mail is based on a blanket distribution approach with no real strategy.
Reality: Contrary to popular belief, DM isn’t just a numbers game with one wide-spread distribution approach. There are a number of options, which can be tweaked and targeted to align with your campaign objectives, budget, and desired audience reach:
Fully Addressed Mail - Direct mail sent to specific recipients with personalised messages.
Partially Addressed Mail - Targeting households based on demographics or location for broader outreach.
Door Drops - Unaddressed mail delivered to specific geographic areas to maximise exposure.
Myth: Print advertising isn’t eco-friendly.
Reality: The print industry's contribution to global greenhouse gas emissions remains minimal, standing at only 1%, making it one of the lowest industrial emitters. And, it’s getting greener all the time, thanks to:
Sustainable Materials - Using natural, recyclable and responsibly-sourced materials and eco-friendly inks to minimise environmental impact.
Energy-Efficient Production - Many print companies (like us!) are adopting energy-efficient production methods and technological advances to further reduce their carbon footprint.
So, there we have it, direct mail is far from a relic of advertising past. Instead it’s a versatile, engaging, and highly effective tool that has a place in all modern omnichannel marketing strategies.
Here at Precision Proco, we’re (clearly!) huge advocates of the power of direct mail. But we’re also massive fans of doing direct mail differently to help brands gain greater traction and increase levels of consumer action both online and off.
As such, our In The Moment Marketing strategy revolutionises the traditional DM approach by focusing on personalised, engaging, and timely comms en masse, cutting through the digital noise and enhancing audience interaction.
And, with 30 years experience in delivering impactful direct mail campaigns from our print superhub in Sheffield, we have both the expertise and the equipment to take your DM from good to golden.
Ready to boost your brand’s reach, engagement and ROI through the enduring power of direct mail? Then chat with our dedicated Print Marketing experts by contacting +44 (0)114 272 8888 or emailing hello@precisionproco.co.uk.