Thinking
Why direct mail should be part of your marketing strategy
When everything looks the same in the digital landscape, the smart move is to show up somewhere else. That’s where an oldie but goodie – direct mail – makes its comeback.
With more AI slop and automation, direct mail can deliver something that digital can’t: presence.
According to Vericast’s 2024 research, people spend 45% longer engaging with direct mail compared to digital ads: 1.6 minutes versus 1.1 minutes. That extra time is huge!
Why direct mail works right now
Consumers are overwhelmed by screens. We all carry minicomputers around with us. The emails never stop arriving in our inbox. We’ve got usernames and passwords for every conceivable site. The social feeds literally never end.
Direct mail interrupts that pattern.
There’s just something about holding a mailer in your hands. Feeling the weight of the paper. Opening it. Turning it back and forth. Taking a look at the images.
Instead of scrolling past it, you have the opportunity to engage with the mailing – even if it’s just for a moment. From a branding standpoint, that moment matters.
While direct mail doesn’t compete with the speed of digital, it complements it by slowing things down just long enough to be noticed … and remembered.
Not your grandma’s direct mail
What used to be a “spray and pray” tactic is now targeted, data-driven and highly personalized. In fact, the same insights that guide our digital campaigns can now shape who gets what, and when.
You also should no longer think of it as a standalone channel. QR codes, personalized URLs (PURLs) and augmented reality (AR) connect physical mail to online landing pages for a cohesive experience. The result is a more seamless journey from mailbox to next click.
And timing? That’s smarter, too. Mail can now be triggered by real behaviors, like visiting a website or abandoning a cart, making it part of a real-time marketing strategy, not a delayed follow-up.
Make it work together with your digital
The strongest marketing strategies don’t rely on a single channel. They connect multiple touchpoints into one cohesive experience.
A direct mail piece can support a paid social campaign. An email can follow up after a postcard lands. A billboard can build awareness while a targeted mailer brings the message directly into nearby homes.
The goal is not to repeat the exact same message everywhere. The goal is to create an orchestrated experience that pushes your prospect down the sales funnel.
For example, a consumer might see your ad online, receive a mailer a few days later and then scan a QR code or visit your website when they are ready to take the next step. Each touchpoint supports the next one, making the overall campaign stronger.
Make the walk from the mailbox matter
You’re walking back from the mailbox, a stack of envelopes and mailers in hand. You’re quickly shuffling through them to see if any of them need your attention. Realistically, your brand only has fractions of a second to shoot its shot. Is your offer compelling enough and articulated well enough to make someone save it from the junk mail pile?
Like all things in marketing, direct mail only works when it’s done in a thoughtful and strategic manner. From targeting and creative, to timing and integration, every detail matters. Here are a few ways to stand out from the mailbox clutter:
- Slam dunk offers: saving money with an exclusive and timely discount
- Intriguing layouts: think interesting folds, foils, scratch offs, stickers
- Strategic timing: waved or timed mailers triggered by behavior or interaction
Ready to bring print and digital together in a way that drives real results? Our team is ready to help you build a campaign that performs with purpose and delivers impact you can see and measure.
