There is no doubt about our society being immersed in online culture. We live our lives in the digital world due to the abundance of digital technology surrounding our everyday activities, providing us with so many opportunities to communicate. But are we closing doors on communication techniques that have got us to where we are today? Let’s find out…
What would we have done without the internet during lockdown?
In the last year, we have relied on technology more than ever before. The internet allowed us to stay connected as we transitioned to home working. It’s estimated that email volumes jumped by a staggering 300%-500% during the pandemic, causing the average email open rate in the UK to drop between 10% and 15%. That means that for every email you send to 10 people, 9 won't read it.
We call this Digital Noise.
With digital channels seeing reduced open rates and, thus, a smaller return of investment - how can you cut through the digital noise, and reach the eyes of those who matter to you?
Direct Mail. Postcards. Letters. Envelopes. The Post.
How to make an impact…
More traditional modes of communication, such as direct mail, have a novelty and distinctiveness that make an impact. Naturally, more attention is given to a piece of direct mail as there are fewer distractions when it is seen. And there is the excitement of wondering what is inside, creating a fear that you might miss out on something important, which increase the chances that the mail is going to be opened and given undivided attention.
Delivering your message at the right time is crucial for the best response. As lockdown in the UK is easing, there is no better time to engage with prospects than now. As mail is tangible, it becomes unavoidable and is present in an individual’s space which is unconsciously seen repetitively with 56% of all mail items remaining in the home after 28 days, embedding a brand in the home environment and delivering longer-term engagement. This creates a much greater impact than any form of digital communication, with only 2% of online advertisements gaining our attention each day.
The Internet is cluttered…
Ranking highly on google ads is a challenging task which requires constant review. For a fraction of the price, you have a much greater chance in a piece of mail being seen in a market that is swamped by digital communications. Direct mail is making a comeback, especially since COVID-19, consumers yearn for human interactions and physical experiences. Lockdown is loosening, and it’s time to act to ensure your message is the first to fall on those doorsteps and office floors when normality resumes.
Let us take you back to basics…
It is an often-said mistruth that postal communication is a dying industry. But with the fear of being left behind as the digital world expands, it is easy to forget how meaningful ‘old fashioned’ communication techniques really are. In a world where all millennials have known is social media ads and emails, online boredom becomes present. With this said, 65% of millennials are likely to respond, and respond well, to direct mail marketing. Millennials are a huge target audience who are being misunderstood, with the stereotypes that they are only interested in their phones! This isn’t the case.
Reconsider your client preferences…
Mail is also one of the most effective ways to reach the GenZ audience. This is the first audience to have grown up in a completely digital age. So, they like to receive mail, with 88% of Gen Z individuals stating that they prefer brand experiences which are delivered by blending digital and physical channels. This highlights the importance of reacting to customer preferences.
Think about what receiving mail means to you…
As previously mentioned, there is a certain novelty around receiving letters. The average open rate of letters in the UK is 69%. If you send out 100 letters, over 80 of these will be engaged with. This is thanks to the ability to personalise mail which builds a connection with target audiences. Mail drives trust and adds authenticity to communications, with 70% of consumers finding that mail makes them feel valued. In return, this creates customer loyalty.
Don’t just take our word for it. Take our case study from MyProtein:
The industry-leading health and fitness brand came to MHI looking for an alternative channel to reactivate their lapsed customers. Their main target audience are young active individuals who require clothing and supplements for their active lifestyles. So, we suggested a global reactivation postcard campaign. They agreed. And here’s what they had to say about it…
“We reached out to MHI to help develop a strategy to reactivate our opted-out customers. As a result of GDPR, we see an increasing amount of our newly acquired customers opt-out, meaning it was more difficult than ever to retain them. We developed a global direct mail plan that saw us direct mail across Europe and, thanks to the collaboration with MHI, saw a+3ppts uplift in customers returning as a result of receiving direct mail. Furthermore, the cost to reactivate these people through direct mail was significantly more cost-effective than utilising our other paid channels.”
5 final reasons to communicate via mail today…
- 70%of people who receive direct mail will then access the company’s website
- The average lifespan of an email is 17 seconds, compared to direct mail’s average lifespan of 17 days.
- Interactive and personal
- 76% of consumers claim they receive too many emails
- It’s a lot harder to ignore a letter than an email! Inboxes are full. Post-boxes are empty.
What are you waiting for…
Effective communication defines success. Differentiate yourself from competitors and avoid your message from being lost in the inbox. Tell us exactly what you're looking to achieve with your mailing, and the relevant audience or demographic and we will provide you with a full breakdown of how to create your mailing campaign today. Together, we will cut through the digital noise.
