{"id":27763,"date":"2021-05-13T14:41:12","date_gmt":"2021-05-13T14:41:12","guid":{"rendered":"https:\/\/suprefreshprod.wpengine.com\/\/?page_id=27763"},"modified":"2025-01-21T15:23:52","modified_gmt":"2025-01-21T21:23:52","slug":"the-return-of-direct-mail","status":"publish","type":"post","link":"https:\/\/smartpress.com\/support\/direct-mail\/the-return-of-direct-mail","title":{"rendered":"The Return of Direct Mail"},"content":{"rendered":"\n

Is it really the return of direct mail if it never went anywhere? No matter how much the world adapts with every new technology, one longtime staple in print marketing and advertising has stayed strong: direct mail<\/a>. <\/p>\n\n\n\n

Even with the rapid changes and an evolving workforce, direct mail printing remains a versatile and reliable strategy for businesses and brands big and small.<\/p>\n\n\n\n

From Direct Mail Saddle Stitch Booklets<\/a> and Postcards<\/a> to Folded Self-Mailers<\/a> and traditional Letter Mailers<\/a>, direct mail marketing has remained effective since before the digital revolution and long after its arrival.<\/p>\n\n\n\n

And with a premium online printer like Smartpress, your direct mail ideas are endlessly customizable to any campaign.<\/p>\n\n\n\n

\n \n\n

The Case for Direct Mail<\/h2>\n\n\n\n
\"A<\/figure>\n\n\n\n

As digital technologies and online printing have advanced, it was once thought that direct mail advertising would be left in the dust. However, the opposite has actually happened. We’re talking about the return of direct mail, but hasn’t really gone anywhere. Instead, it’s found a home as a sales driver that connects multiple platforms to reach target audiences.<\/p>\n\n\n\n

Direct mail has inherent value simply for the fact that it\u2019s much harder to ignore than an email. While emails can be sent to spam and junk folders never to be seen again, direct mail always reaches audiences thanks to its physical nature.<\/p>\n\n\n\n

In other words, your target audience has to actually engage with it, which is a big advantage over email marketing.<\/p>\n\n\n<\/section>\n\n\n\n

\n \n\n

Edging out Email<\/h2>\n\n\n\n
\"Graphics<\/figure>\n\n\n\n

Email marketing is a constant tool used to target audiences and bring in business. And while it can be effective, it has its drawbacks when compared with direct mail.<\/p>\n\n\n\n

According to an email statistics report compiled by The Radicati Group, Inc., a projected 121 business emails were sent and received each day in 2018. And of the received emails, the open rate was just 20-40%.<\/p>\n\n\n\n

This is where direct mail is at its most powerful. It\u2019s something tangible a client or potential customer can interact with, feel, touch and even smell.<\/p>\n\n\n\n

When done right, it can be a sensory experience, with coated and uncoated<\/a> paper stocks<\/a> and intricate folds<\/a> or perforations<\/a>.<\/p>\n\n\n<\/section>\n\n\n\n

\n \n\n

The Best of Both Worlds<\/h2>\n\n\n\n

Combining direct mail and email advertising for your marketing campaigns is a great way to take full advantage of both. By doing so, you diversify your strategy and cover all your bases.<\/p>\n\n\n\n

However, it\u2019s important to note that direct mail flexes its effective muscle even in these instances. Don\u2019t be surprised if your creative mailers outperform your emails and increase your ROI.<\/p>\n\n\n<\/section>\n\n\n\n

\n \n\n

Lasting Effects<\/h2>\n\n\n\n
\"Four<\/figure>\n\n\n\n

It\u2019s easy to see why this can occur. With direct mail, customers don\u2019t have to sign up for or subscribe to anything, which is often the case with many digital platforms.<\/p>\n\n\n\n

It’s just another reason why the return of direct mail isn’t really a return at all – it’ll always have longevity on its side. A recipient may open a mail piece and cast it aside but return to it later. The physical value of a direct mail piece cannot be denied.<\/p>\n\n\n\n

Andre Palko, founder and president of Technifold USA, said it well: \u201cThey (customers) may not immediately take action, but our brand lingers until they are ready to contact us. An email does not last – and is far less striking.\u201d<\/p>\n\n\n\n

Palko continued, maintaining that creative and impactful design can also increase a mail piece\u2019s strength. \u201cDirect mail offers options like kits, dimensional mail and unique packaging options that, by their nature, get past the gatekeepers,\u201d he said. \u201cWhile these mailings may have higher price tags, they can also get near 100% open rates [and] that\u2019s worth a lot.\u201d<\/p>\n\n\n\n

Ultimately, a direct mail piece\u2019s true value (and your success) comes from a sensory experience that sparks engagement coupled with targeted and consistent marketing.<\/p>\n\n\n<\/section>\n\n\n\n

\n \n\n

Proof in the Print<\/h2>\n\n\n\n
\"Two<\/figure>\n\n\n\n

Not only has direct mail successfully navigated technological advancements, but also a workforce that doesn\u2019t look like it did just a handful of years ago. Even with remote work being incorporated more and more, direct mail still shows it enormous value.<\/p>\n\n\n\n

In an article about navigating increased remote work, Emily Courtney cited a study conducted by the American Association of Advertising Agencies.<\/p>\n\n\n\n

The study found that 43% of respondents said it\u2019s reassuring to hear from brands they know and trust, while 40% said they wanted to learn about what brands are doing in response to tremendous disruption (such as a pandemic).<\/p>\n\n\n\n

It\u2019s worth noting that just 15% said they didn\u2019t want to hear from brands. Overall, this research shows consumers have a positive attitude toward brand communication, and with more people working remotely or from home, a direct mail strategy is an opportunity worth acting upon.<\/p>\n\n\n<\/section>\n\n\n\n

\n \n\n

Direct Mail Just Works<\/h2>\n\n\n\n

The bottom line? Direct mail has long been an effective advertising tool and shows no sign of slowing down. The key is to produce engaging content with creative packaging (like our exclusive Designer Folds<\/a> collection) and combine it with various media platforms to create a dynamic experience.<\/p>\n\n\n\n

But don\u2019t just take our word for it. Check out some first-hand accounts from Smartpress customers:<\/p>\n\n\n\n

<\/div>\n\n\n\n

Super helpful and simple team and platform<\/strong>
\u201cGreat and simple experience! [The] Smartpress team was super helpful and the platform for ordering, updating and tracking my order was easy to use. Also had a few folks assigned to my project to help, so it wasn’t just passed around all over the place – I had one central hub to keep everything organized and updated. Printed about 1,500 postcards with variable printing and they turned out great.\u201d -Dan, Verified Buyer<\/p>\n\n\n\n

<\/div>\n\n\n\n

Awesome quality for real estate marketing<\/strong>
\u201cI use Smartpress for my real estate business. They produce high-end mailers and booklets for me on a monthly basis. To top it off, they mail it out to more than 4,000 properties that I prospect.\u201d -Aaron, Verified Buyer<\/p>\n\n\n<\/section>\n\n\n\n

<\/div>\n\n\n\n

If you have questions about the return of direct mail<\/a>, variable data printing<\/a>, mailing <\/a>guidelines<\/a>, addressing<\/a> or any of our online printing services, please contact us and chat with one of our print experts.<\/p>\n","protected":false},"excerpt":{"rendered":"

Is it really the return of direct mail if it never went anywhere? No matter how much the world adapts with every new technology, one longtime staple in print marketing and advertising has stayed strong: direct mail. Even with the rapid changes and an evolving workforce, direct mail printing remains a versatile and reliable strategy […]<\/p>\n","protected":false},"author":12,"featured_media":27777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[548],"tags":[],"class_list":["post-27763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct-mail"],"acf":[],"yoast_head":"\nThe Return of Direct Mail | Support<\/title>\n<meta name=\"description\" content=\"Is it even the return of direct mail if it never went anywhere? 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