1) Reach Your Market
Market Scan, a market research company, found the figure for available legal emails is around 20 percent of postal addresses, meaning that by avoiding direct mail you could be missing 80 percent of your target market.
Also, people who use email regularly have become savvier at blocking out sales messages with advanced filters.
People also abandon email accounts and create new ones frequently, so even solid leads expire quickly.
2) Higher Response Rates
A study done by the Direct Marketing Association found that the response rate for direct mail to an existing customer averages 4.4 percent, compared to 0.12 percent for email. When balanced with the right artwork and data, direct mail delivers more than just a meaningful piece of mail; it can provide a powerful return on investment.
3) Follow the Money
Mailers will go where the money is and that’s primarily to older people. Younger folks simply don’t have extra dollars to spend. Nowadays, we have more elderly Americans than we used to and they are living longer. It’s interesting to note that one study showed only 45% of seniors have internet services.
Well-done direct mail is memorable. Remember the last time a nice envelope or a parcel landed on your desk? I bet you opened it and, what’s more, remember who it was from? Now think about how many emails you have received in the last few days? Remember them? I didn’t think so.
5) Give Consumers What They Want
According to figures released by Central Mailing Services, more people want to be contacted by direct mail than any other medium. Only 6% of the 9,000 people surveyed said they want to be contacted through internet while 32% listed direct mail as their first preference.