Digital technology has, and will, continue to cause all of us to shift the way we receive, process and send information to each other.
Remember when computers were all the rage and getting one in your office or your home was a pretty big deal? Remember how, back before computers were so common, we all complained about the amount of direct mail we got? Funny how over a relatively short period of time, things have changed so much. Now we hardly notice the amount of direct mail we get in comparison to the hundreds of emails that fill our inbox on a daily and weekly basis.
To maximize engagement with the most digitally active consumers, the answer is not to rely on digital strategies alone. It will affect how we want to get that information, and how we manage it once we get it. Some might say it’s a bad thing but I don’t think so. It’s just a different means of communicating, and now that we’ve had it around for a few years, we can see how to better use it in our marketing efforts. By understanding how to combine direct mail and email effectively we can develop a more memorable message for our customers.
Here are a few statistics that we can use when deciding the best way to incorporate direct mail and email into our communications:
• 71% of companies will increase spending on digital technology and marketing, while at the same time 51% of emails are deleted in only 2 seconds. Not a lot of time to get your message across, huh?
• 69% of people will open direct mail, while only 32% of people will read an email. Which one will give you a better chance to connect?
• 57% of people say they remember a message they receive by direct mail, while only 32% remember a message they got from an email. Which one has a lasting impression?
• 83% of people think emails are an easy way to respond or reply, while only 14% feel direct mail is easy to respond to. Helps us figure out which method to use depending on the information provided, doesn’t it?
So what we realize from all the research is that the best approach is to combine direct mail and email marketing. In other words to maximize engagement with the most digitally active consumers, the answer is not to rely on digital strategies alone. The trick is to put together an integrated plan that combines both mail and email. Mail is often the best way to get their attention and email is a great way to get them to respond.
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About the Author:
Tony Pires is the Director of Operations at CFS, Inc. in Norton, MA. Tony serves as a leader in developing new business and strategic partnerships with our clients. You can contact him at email@example.com or click here connect with him on LinkedIn.