Doreen Flint

10 Facts You Should Know About Direct Mail

Direct mail is still one of the most effective, if not the most effective, way to reach customers for the cost. Here are ten facts about direct mail that show how it can bring your company a solid return on its investment.

Direct Mail Response Rates.
With email inboxes becoming more and more occupied by unwanted spam, legitimate email solicitations that a customer may be interested in are becoming lost in the shuffle. Conversely, a well crafted, vivid, attention-grabbing direct mail piece is likely not only to be seen but also to be responded to as well.

Fact. According to ANA/DMA in 2018, the response rate per house list for direct mail was an impressive 9%. It was the highest response rate for house lists since the report started and is nearly twice that of the response rate for 2017.

Fact. The direct mail response rate was 5% for prospect lists in 2018; which was substantially higher than it was in 2017 and the highest response rate for any year since 2003. A clear indicator that response rates continue to rise.

Fact. A lead generation campaign which uses a letter-sized envelope to recipients on a  house file produced an excellent median response rate of15%.

Fact. For decades now, we have been told that the internet is the future of marketing. Yet, despite that claim, direct mail continues to produce a greater response rate than that of any digital direct marketing mechanism. The response rate is a staggering nine times higher than that of email, pay per click or social media.

Fact. According to the USPS, the intended response rate in 2016 was 11% for standard mail and 13% for first-class mail.

Reading Direct Mail.
Again, as compared to ads received in an email, customers are more likely to read an ad received via direct mail. It could be that not having to go through the act of opening an email is a factor, or having the mailer in hand leads to a natural curiosity as to its contents; whatever the reason, there can be no doubt about the direct mail piece making an impression.

Fact. A study done by the USPS in 2016 showed that 75% of households regularly read or scan most of the direct mail ads they receive.

Fact. A Gallup poll taken in 2016 revealed that 36% of those under the age of 30 enjoy checking the mail each day. This fact runs contrary to the trope about Millennials only caring about what is on their smartphones and shows that the reports of direct mail’s demise have been greatly exaggerated.

Fact. It’s not just Millennials who enjoy checking mail on a daily basis, across all age groups, 41% look forward to going to the mailbox each day and seeing what is inside.

Fact. In 2015 Baby Boomers were influenced the most by flyers, advertising cards and catalogs more than any other form of media.

Fact. Direct mail is a “no-brainer”, case in point- it requires 21% less brainpower to process than does digital media and evokes a much greater positive brand recall.

In Conclusion.
Despite being awash in digital technology, there is something lasting and true about holding a piece of mail in your hand that cannot be duplicated or replaced by email or any other form of digital media. It is that visceral response that keeps people looking out their home or office window to see if their mail carrier is coming. In fact, being able to hold on to something that was personally sent to you or your company is a feeling that only direct mail can bring.

Promotional Products Build Brand Memory and More.

The Importance of Promotional Products in Branding.

Branding is not a new concept; it has been around for as long as businesses have been advertising, but in today’s world, it is more important than ever. With a universe of competitors online, it is vital that a company’s logo is instantly recognizable and invokes a positive response in the customer. If you are not aggressively promoting your brand, then you are most likely falling behind your competitors. There are many ways to grow your brand’s recognition, but two of the most effective are through the use of promotional products and apparel. Let’s take a look at some of the ways these two methods of growing brand recognition can benefit your company.

Promotional Products Build Brand Memory and More.

A recent study by the Promotional Products Association found that 94% of customers who have promotional products remember the company that gave them the promotional product. Just like branding, promotional products have been around a long time because of their simplicity and high rate of effectiveness. George Washington was the first person known to use promotional products in the United States when commemorative buttons were given out to onlookers at his Inauguration. Since then, there has been an uncountable number of types of promotional products used to build brand recognition. From keychains to hats, to bumper stickers and thousands of other promotional items, the use of giveaways to build brand recognition has proven over and over to be an excellent way to build your brand. The reason for the popularity of promotional products is simple; everyone likes to get something for free; especially if the free item is something useful. Another staggering fact was found in the study; 500 % more referrals are received by the use of promotional products. If a customer is satisfied with both your company and the item you gave away, they will most likely recommend your business to a friend or relative. This fact is important to remember when embarking on a search engine optimization (SEO) and pay per click advertisement (PPC) campaign. A quality item such as a phone charger with your company’s logo on it is likely to be used often and will make your brand recognizable to the owner of the charger, but everyone who comes into contact with the charger. The amount you would pay for a promotional item such as a phone charger, or a bag clip, would be the same as or less than you would pay for a PPC ad.  When used in conjunction with SEO and PPC, promotional products can help build brand recognition that will bring about a positive emotional response from those who see your logo.

Promotional Products Won’t Break Your Budget.

As opposed to broadcast, print ads, and billboards, promotional products are cost-effective. While you may reach a wide number of people through an advertisement and have a certain amount of success, the cost per view of the ad can range anywhere from fifty to five hundred dollars per person depending on where customers see the advertisement. The downside to ads is that they may only be seen once and run for a finite amount of time. By comparison to advertisements, a promotional item will be seen time and again by the owner of the item and those around them.

Free Stuff Means Customer Loyalty.

Regardless of whether your promotional product is obtained by a customer as a “free gift” included with a purchase, off a table at a trade show, or at a community event, customers will come back to a company that gives them a quality promotional product for free.  It is clear from decades of success that if you seek to build brand loyalty with customers, promotional products are a must.

Learn More about BMS Direct Promotional Products & Apparel

The Benefits of Using a Statement Processing Company

Congratulations, your business has had rapid growth in the last year, and you now have more customers than ever before. The downside of your success is making sure all those customers pay on time, that is if you can get the billing done on time. What is the solution to this welcome, but complicated issue? Using a statement processing service. A statement processing service can help your company not just with getting statements out but can improve other areas as well.

Save on Staff and Operations Costs.

When you outsource your statements to a processing service, you are freeing up valuable employee time and costs. Statement processing services allow you to assign employees to other areas where their skills can be a more significant benefit to your company.  They can focus on the company’s core products or services. Using a statement processing service also allows you not to have to employ a larger staff to process statements, meaning a more considerable profit margin for your company. It also lets your accounting department focus on other details having been liberated from the duty of processing statements.

More Statement Options.

A statement processing service specializes in customizing statements to be what a company wants. They have a number of options available that your company would not be able to offer without using a statement processing service. They can produce statements with colors, font, logos and language all in line with your company’s brand. When your statement is in line with your company’s branding your are building customer recognition with has been shown in numerous studies to lead to long term customer loyalty. A statement processing service can also include inserts which can bring in higher sales. When you add a coupon or loyalty card with the statement is likely to bring a customer back to your business because of a perceived deal. You can include an insert which promotes an upcoming event such as a sale for which the customer may not have seen an advertisement. You can insert a newsletter that tells what is going on at the company and makes the customer feel as if they are an insider.

A customer receiving a statement on time is another excellent way to build your company’s brand. If a customer, especially if that customer is a business, expects a statement on time, it can be frustrating when it shows up months later because your accounting department couldn’t keep up with the work. Customer care has been shown to be one of the most identified aspects of a company’s brand, getting the correct statement to the customer on time is an excellent way to connect your brand with taking care of a customer’s needs.

Increase Traffic with Statements.

A statement processing service can actually help with your company’s SEO efforts. Putting your company’s web address on both the statement and the envelope that is sent to the customer can drive traffic to your website. Be sure that your website has engaging content and eye-catching graphics to get the maximum benefit of listing the site in a statement. If your homepage is not interesting enough and to the point, customers will only stay a few seconds and won’t visit any other pages on your website. You can also drive traffic to your company’s social media accounts by including icons to the various platforms it uses. Again, make sure that you have interesting content on your social media accounts and include links to your company’s website, perhaps a product page if the post is related to that subject.

So, if your company has grown recently, and your accounting department is overwhelmed by the increase in their workload, alleviate the problem by outsourcing your statement processing; your bottom line and brand can both benefit.

The Reality of Greenwashing and Going Paperless.

Greenwashing the Facts

Going paperless to save the environment, who could be against that? That is basically what major financial institutions, big box stores, power companies, Insurance companies and others claim to show how environmentally aware they are. The truth is something completely different. E-Waste is the actual outcome of going paperless. The hardware needed to bring about the switch to paperless requires constant repair or replacement, leading to an ever-growing environmental crisis. Computers, monitors, old printers, are shipped to dumping grounds in Africa or China, seeping into the groundwater, and creating a toxic soup of heavy metals and carcinogens. 

Recently, in the United States and Canada, 120 companies, have altered, or altogether removed their statements about being green and paperless. The change came about at the urging of Two Sides, a consumer advocacy group urging the continued use of paper for things like statements and bills. They pointed out that being certified green in the U.S. and Canada has to fall within the guidelines set forth by both the U.S. Federal Trade Commission, and the Competition Bureau of Canada. Both agencies require that credible and specific science-based fact to support a company's green claims. It has been found that more often than not, requirements are not being met even as companies still claim that they are paperless to benefit the environment. In fact, the claims are nothing more than a marketing ploy used as a way to manipulate and force more customers to use digital options. 

What is not understood by the companies who go paperless, or the public at large, print and paper is a far more sustainable model than paperless that takes up landfill and leaks pollutants into the environment. Trees, especially with fast-growing hybrids, are a renewable resource and paper is among the most highly recycled substances on Earth. It makes much more sense to use paper when it is actually green and is preferred by consumers.

Paperless is Not Popular

A recent study found that despite all the environmental claims companies make, and their focus on a paperless society, the average person does not want to feel they are being pushed into going paperless. The study also found that the majority of people feel that it is not only their preference to receive paper documents but also their right. They also see the word "paperless" as a ruse. Most people said that it is not truly paperless if a consumer has to print out a hard copy of their documents for things like applying for a job, or a mortgage. They also see the push for being more environmentally friendly as a convenient way to cut a popular service in order to save money.  The resistance against going paperless is so strong among consumers in the United States and Canada that a whopping 45% and 34% respectively said they would move to another provider such as a new bank or cellular provider. 

Paper is Green and Popular

The bottom line is that paper through the careful use of using trees at the right time and planting a new one to replace each that was used is a green option. It is clear from the data on the subject across the consumer spectrum; paper is more popular than paperless. It makes sense for companies who want to retain customers and truly make an impact on the environment to return to paper. Yes, some consumers prefer paperless, but they are in the minority.

Better Data Management Means Business Success

Data management has become a vital part of any business in the digital age. Dealing with terabytes of sensitive customer information has exposed more than one company who did not take proper steps to ensure that their data was secure from malicious operators. Data that is transmitted from client to business without secure file transfer protocols (SFTP) have been used to steal customer information and lead to issues such as ransomware and the sale of customer data.  Having customer data compromised not only leads to angry clientele, but it can also lead to a host of legal issues. Therefore it makes sense for your company to outsources your data processing to a data processing service who has the means to protect your data; here are some reasons why it can help your business.

Instant Access to Your Data.

If your company has a large customer base but does not have enough employees to organize and maintain data effectively, it can become a nightmare made up of hours of searching and sorting through data. The few employees you have to oversee your data will lose hours that could be spent on your company's core business, not searching through physical and digital files. By freeing your employees, you ensure that your company can focus on improving and expanding its goals.

Keeping Data in Step with Changing Technology and Regulations.

A data management service has to be in tune with improvements in technology. They will migrate data to newer systems which make their management easier and more efficient. They have the resources to research and employ new technology that most mid-sized and smaller business don't have the budget or workforce to dedicate to such things. Data management services are also must stay on top of the latest regulations in order to remain compliant. There are laws concerning documents such as contracts, financial papers, and legal documents that mandate they be held for a fixed amount of time. If your company does not keep track of those important documents and they become lost or destroyed (deleted), then your company could face fines or worse. Why would you take the risk of running afoul of such laws and not outsource the responsibility to a data processing service? 

Consistently Meet Deadlines

A data processing service can make sure that things such as scanning paper documents can be transitioned into digital, searchable documents that are required for items such as the sale of a property or business. A data processing service can dedicate the time your company can't; to ensure that all your documents are in order and ready when you need them to be.

Improving Your Company's Bottom Line.

By using a data processing service, you save employee time and cost that would have been tied up in dealing with data and documents. Inadequate data management can cost you both money and loss of customer satisfaction. In this day and age, when a customer expects instant access to their data, anything that takes longer can result in losing that customer. If you have a sudden need to access and gather customer data together, you don't have to scramble and take employees away from other tasks to get it done.

So, the bottom line is if you want to ensure that your customer's data is safe, and easily accessible when you need it, then you should use a data processing service. Not only will a data processing service help your bottom line, improve your company's efficiency, but it can also give you the peace of mind that your customer's data safe and it's one less problem with which you have to deal.

Five Reasons Your Company Should Outsource Invoicing.

If you are dealing with a large customer base, you know the difficulty in getting invoicing out every month then outsourcing your invoicing makes sense. You may still be leery of using an invoicing service from past experience. In the digital age, there is no reason to fear invoicing services, in fact, larger companies should be embracing them. Here are five reasons why outsourcing can benefit your company.

Invoicing Services Know the Rules.

Your company must stay on top of compliance when it does its own accounts payable department. Regardless of it’s a state-specific such as privacy laws, or federal law such as HIPPA, your company should be sure that your company is following regulations. When you have a large number of customers, it can become a gargantuan task. Outsourcing your accounts payable process, ensures you do not violate any state or federal laws. Experts you are entrusting your invoicing to know the laws more intimately than a regular accounts payable employee at your company does.

Invoicing Services Get Your Company’s Invoices Out Faster.

An invoicing service is more efficient than your accounts payable department. They are specialized in processing invoices, that means they are in your customer’s hands faster, and your company gets paid more quickly. Invoicing services aren’t using the same antiquated equipment and methods that your company does, that is why it’s essential to make the switch. Getting invoices out faster also increases customer satisfaction, when a customer has the invoice paid, and off their books, it means they can focus on other issues.

Invoicing Services let You Reduce Costs.

Using an invoicing service means that you don’t have to increase your payroll to get invoices out. It also lets you save money on equipment required to get invoices out in a timely fashion and maintenance on that equipment.

Invoicing Services Means Increased Employee Productivity.

Employees are the lifeblood of a company, and when they are tied up with unnecessary tasks, their productivity goes down. Employees steer your company toward a unified goal, making sure things get done. Freeing your employees from processing invoices means that they can be assigned to other areas where they are the most needed. It eliminates tying up your employees with unnecessary meetings and training. They can spend more time collecting from delinquent accounts and focusing on relationships with your vendors.  If your company is seasonal, then you won’t need to hire extra employees just to deal with invoicing, you can focus on hiring for manufacturing or the service your company provides.

Invoicing Services Can Eliminate Mistakes and Protect from Downtime.

You’ve heard “to err is human,” and that applies to your company’s employees as well. Automated payroll processing eliminates under or overcharging on an invoice, or misstating what a charge was for. Processing services have the automation software to ensure there are no mistakes in invoicing. You can also rest assured knowing that employees being out on vacation or sick won’t slow down invoicing. Invoicing services also protect you from not being able to bill from a disaster such as a fire, flooding from a storm, or roads made impassable from snowstorms. Your invoicing will go out at the time when you will need it the most.

These are just a few of the many good reasons to switch from having your company do its own accounts payable to having an invoicing service handle your company’s substantial billing. Contact BMS Direct today for more information!

5 Reasons Your Company Should Use Direct Mail

Direct mail has proven the test of time and still has proven itself to be one of the most effective tools that any company can have at their marketing department’s disposal. In the digital age direct mail, especially business to business direct mail, is a proven way to get past some of the digital gatekeepers that can relegate your emails to the spam filter. So, with the fact that direct mail still stands strong after centuries of use, here are five reasons your company should use direct mail for its direct marketing campaign.

Direct Mail Gets Your Email Noticed.

A well designed, eye-catching, direct mail piece can bring about name recognition and will begin to linger in your prospective customer’s memory. After receiving a  few direct mail pieces, your target recipient may become curious about your company and notice your email in their inbox. In this way, you are overcoming a common problem in the digital age known as “fragmentation of attention.” Fragmentation of attention is the decline in how long someone can focus on one thing. Recent studies show that the average amount of time someone can stay focused on any one thing is between eight to twelve seconds.  A vibrant direct mail piece can grab and keep hold of someone’s attention and therefore build brand and name recognition, thus making more likely your email will be opened when they recognize your company’s name.

Direct Mail Helps Build Your Brand Locally.

Selling to your local market is often more convenient than selling to an out of state or out of the country market. Local customers may already be somewhat aware of your brand, through print or broadcast ad campaigns, or simply may have seen your company as they traveled past it. So, your company already has a brand foundation locally from which to build. Direct mail marketing helps you to tailor your message to those potential local customers who are likely to purchase your product. Direct mail sent locally helps your company to capitalize on the organic relationship between your company and potential customers that already exists.

Direct Mail Gets Better Responses than Email, Social Media, or Internet Marketing.

Studies show that emails only have a 1% response rate; social media also only boasts a 1% response rate. Internet marketing produces less than 1% in responses. Direct mail, however, garners a response rate of 3.7%. Since customers are more likely to convert from direct mail recipients to paying customer’s your company is much more likely to see a higher ROI from direct mail than an email blast, a Search Engine Optimization campaign, or a Pay Per Click campaign.

Direct Mail can Drive Traffic to Your Company’s Website.

Adding your company’s webs address to a direct mailer is a simple way to drive traffic to your company’s site. Use your direct mail piece to describe your company, products, and any sales you may have. After the piece has served its primary purpose use your company’s web address in combination with a free offer such as a digital download or a coupon. You can require the customer to fill out a brief survey before they get the download or coupon to gather customer demographics. Use the customer demographics you collect to tailor your next direct mail campaign.

Customer’s Don’t Consider Direct Mail Spam.

Due to its personal appeal and physical properties studies have shown that a customer will open an email at a staggering 90% rate. Because direct mail requires 21% less cognitive effort; which means that messages are absorbed quickly and will be embedded in the customer’s memory, these facts underscore why direct has been and remains such an effective means of communication with customers.

The Importance of a Secure Data Services Company

Is your company doing everything it can to protect your customer’s data? If not, you should consider outsourcing your data processing to secure data services company. Data security is crucial if you want to safeguard your customers’ privacy and your company’s reputation for security. The names are well known and belong to companies that should have had better data security while processing their customer’s documents. Among these companies that allowed security breaches are:  J.P. Morgan Chase and Target. These security breaches resulted in compromising the sensitive information of millions of customers. These companies were big enough and well-staffed enough to know better than to leave their customer’s information exposed. So, if attention is not paid to data security while processing it, no matter how big an institution may be, they can still be to hacked. How much more vulnerable is your company’s data when it is being processed?

Why Does My Company’s Data Processing Need to be Secure?

To sufficiently emphasize the significance of data security, you need to know what exactly constitutes data. Data is vital information about your customer or your company. Some of the data are things such as names, addresses, birthdates, financial information, social security numbers, and driver’s license information. If your company handles medical issues, then you have another layer of data to protect required by HIPAA laws, a patient’s health information. If a hacker can obtain any of this information because of a security breach, the results can be devastating to both your customers and your company. When someone’s data is stolen, it can cause acute disruptions to their life. You have probably read stories about identity theft and credit card fraud; perhaps you experienced them yourself. These violations of privacy are among the most critical issues companies have to deal with while processing sensitive consumer information. You may or may not have a system and procedure in place to protect your customer and business data. You may think that everything is operating with no security breaches – but are you really doing enough to protect your customer and company’s data? Why take the unnecessary risk of being hacked. Your company runs the risk of losing loyal customers and incurring a diminished brand reputation by losing sensitive customer data.  That is why you should consider a third party who can securely process your data.

What to Look for in a Data Services Company

You need to be sure that the company you hire to process your data is up to date with the latest security advances and has a commitment to protecting all your company’s and customer’s data.  Any data services company you use should have clear and logical security protocols in place and meet industry security standards. Some things to look for are certifications such as SOC2/Type II. A SOC2/Type II certification ensures that a data services company has specific security protocols in place. A data services company’s systems must meet stringent principles and criteria set forth by the American Institute of Certified Public Accountants (AICPA). Another sign of that a data services company will protect your company’s data is if they are PCI compliant. PCI compliant means that the data services company meets the Payment Card Industry Security Standard.  The PCI standard means that they can safely store customer card information without the chance of a security breach. Of course, if your company is in the medical field, then you want to be sure the data processing company is HIPPA compliant.

When you have researched the security standards of a data services company, you can rest easy that when they process your data, it won’t fall into the wrong hands.

Why Your Company Should Use a Statement Processing Service

You can save your company a significant amount of employee time and operational costs by outsourcing your statement processing. Your company’s accounting department won’t be saddled with the responsibility of processing and mailing out statements. Once the transition has been made to a statement processing service, it should bring about noticeable savings.

Not only does using a statement processing service save your company money, but it also allows the company to focus on its core services or products.  It also enhances your company’s brand when customers receive easy to understand statements that arrive consistently on time. Statements that come late and are not clear on details can be a frustrating experience for customers. One of the most consistent complaints by consumers is billing problems.  For many customers, statement issues can be enough of a headache that they choose to seek one of your competitors for the same goods and services, even if it means paying more. Conversely, when a customer receives a statement on time, it enhances customer satisfaction rates.

Better Statement Options.

A statement processing company can create a wide variety of statements. They can be specialized as to the product or service and their appearance. A typical accounting department will not produce a statement with colorful, eye-pleasing graphics. They can also incorporate branding into the statement by using colors, language, font, and icons that communicate what your company is all about.  Attention-grabbing marketing inserts can even be included with statements to make customers aware of events or goods and services your company provides of which they may not have known existed.

Statements can also drive traffic to your company’s website and social media accounts by including the web address of your companies site and including the icons for social media on the envelope or statement itself. Marketing departments dedicate a substantial portion of their budget in Pay Per Click ads on search engines in an attempt to persuade customers to visit their website, including the address on the statement is an easy, low-cost way to get customer attention.

If your company has a sub-company, statements can be produced separately for each company which will make auditing much less of a chore at the end of the year.

Savings on Postage

Because statement processing services mail in bulk, they get better rates on postage.  If your company has a large number of customers, the money saved on postage can quickly add up and increase your bottom line. Most statement processing companies will give you the option of holding marketing materials until the next mailing if it will increase postage costs.

More Security.

When a statement processing service runs billing, you can be sure that their security is much stronger than that of a small or mid-sized company.  You can rest assured when a statement processing service runs your billing that your customers private data will remain secure from hackers. The statement processing service is also familiar with medical privacy laws such as HIPAA and can make sure that statements don’t violate those laws. Outsourcing to a statement processing service helps your company to mitigate risks involved with customer privacy. Statement Processing companies are continually upgrading their security measures and hardware technology so they can stay five moves ahead of hackers.

Timely Statements Means Increased Cash Flow.

If your company is always behind on billing, you know that it can create capital shortages that can interfere with things such as expansion, equipment repair or replacement, or employee salary increases. Using a statement processing service means that billing will go out on time, which means your company’s customers can pay you faster.

When the costs and effort of your company sending out its statements is taken into account; it makes sense to outsource it to a statement processing service.

Four Reasons Direct Mail Still Works

As Long as There Are Mailboxes, Direct Mail Will be Effective.

It’s a time tested, proven method that works despite being over five hundred years old. It’s true, the advent of the printing press by Gutenberg in 1440 made mass production of flyers possible. As the mail systems around the world improved, so did direct mail marketing. Sears built an empire on its direct mail catalogs. In recent years Sears abandoned that model, and their business has been on the decline ever since.  

The things that made direct mail marketing a success then are still why it works today. Direct mail marketing is personalized; it is being sent directly to one person. Direct mail can be colorful and attention-grabbing.  It allows you to use your branding such as fonts, logos, and language. Not only is direct mail marketing a trusted marketing method, but it still achieves in today’s digitally dominated world. Direct mail can bypass the vast magnitudes of digital flash and noise that surrounds us.  Not only is it more effective in many ways than banner ads, pay-per-click, and SEO enhancements, but also can give you a higher return on investment. You know a customer will at least hold and look at a direct mail piece, with pay-per-click ads and search engine result pages (SERP) a customer may only glance at it for a few seconds; which brings us to our next point.

Direct Mail Marketing Last Longer Than Digital Marketing.

True, what is put on the internet stays there forever, but that does not mean people will look at it forever (unless you are a politician or celebrity who tweeted something objectionable years ago). For the rest of us, marketing campaigns on the internet disappear into the ether and are never seen again. This analogy is no exaggeration; a tweet has about 20 minutes that it will be looked at by a customer. During that 20 minutes, the numbers of views will decrease unless you are fortunate enough to be retweeted. A Facebook post last a little bit longer than a tweet, around two hours.  By contrast, a direct mail piece lasts at least 24 hours and can sit around someone’s office or home for weeks or months. It is not unusual to hear stories about customers responding to a mailing that had gone out months earlier.

Direct Mail Marketing Doesn’t get Routed to a Spam Filter.

If you have taken part in a mass marketing email blast, you know that half or more of the emails sent then wind up in a spam filter. If you are not aware of what ever-changing terms get your email sent to a spam filter, you can count on nearly all of it being routed away from inboxes. Direct mail doesn’t get sorted and put into a secondary mailbox; it goes directly to the customer’s hands. You know that a customer will at least skim the piece, as where the average customer won’t read what is in their spam filter.

It Can Drive Customers To Your Company’s Online Presence.

If you’ve spent time and effort in producing a high quality, attention-grabbing website, it means nothing if people don’t visit. You can use pay-per-click-ads to try and guide customer’s to your site, but if you don’t use just the right language, it may not work. Direct mail pieces with your company’s web address will receive organic clicks from people typing in the address on their own. Including social media addresses will also drive customers to those platforms. Make sure to have backlinks to your website in social media posts to draw attention from search engines. Even in this day and age, direct mail can enhance your online presence and SERP results.

Direct mail continues to be as effective now as in Victorian times. It will be useful for the foreseeable future because there is still a visceral advantage of the physical over the digital.

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