Why Sending Out Marketing Mail Matters


In today’s digital age, where marketing efforts often revolve around social media, email, and online advertisements, the value of tangible printed material might seem overshadowed. However, the truth is that incorporating printed material into your marketing campaigns can provide a unique and impactful way to connect with your audience. Having something which can be held, touched, and physically handled has been shown to make a substantial difference in the effectiveness of advertising.

Years ago, there was this excitement of receiving an email, but with the rise of automatic emails and online marketing, people now prefer to have what they had ‘back in the day’ which is this in-person form of marketing. When customers feel they are being personally spoken to by a particular brand, it has massively positive repercussions for retention and engagement. Let’s explore the importance of sending out printed material and how it can elevate your marketing strategy.


1. Tangible Connection in a Digital World

In a world saturated with digital content, receiving something physical in the mail stands out. A well-designed brochure, postcard, or catalog can capture attention and create a tangible connection with your audience. The tactile experience of holding printed material engages multiple senses, making your message more memorable.

Direct mail becomes part of the home once it is through the letter box and is engaged with 4.2 times on average once it is in front of the customer. 45% of direct mail stays in households for a month or more, so it’s not surprising that it drives further activity down the line, improving immediate response times and those weeks down the line. 31% of direct mail leads to commercial actions, whether that’s purchasing, going online to your website or visiting a store. Add personalisation to this, the ROI goes up to 50%!


2. Enhanced Brand Recognition

Printed material carries the visual identity of your brand. Consistent use of colours, fonts, and logos reinforces your brand’s recognition and fosters a sense of familiarity. When your audience encounters your brand across different platforms, it strengthens their perception and trust in your business.


3. Credibility and Trustworthiness

Printed material holds a certain level of credibility that digital messages can sometimes lack. When people receive a physical piece of mail, they perceive it as more genuine and trustworthy, especially compared to spammy email inboxes or pop-up ads.


4. Targeted and Personalised Messaging

Printed material allows for a more personalised approach to marketing. You can segment your mailing list and tailor your content to specific groups based on demographics, interests, or previous interactions. Personalisation enhances the relevance of your message and makes recipients feel valued.

Personalised and powerful direct mail helps brands and organisations build vital long-term relationships and boost client engagement. Not only does personalised mail engage customers and offers outstanding creative opportunities where others cannot through the median of direct mail, but printed mail is and always will be more effective at engaging customers in comparison to through a computer/mobile screen.


5. Less Clutter, More Focus

In the digital space, consumers are bombarded with numerous messages simultaneously. This digital noise can make it challenging for your marketing efforts to stand out. Printed material gives your audience a chance to engage with your content without distractions, leading to better comprehension and retention of your message.


6. Increased Engagement and Response Rates

Printed material has the potential to yield higher response rates compared to digital marketing. A well-crafted direct mail piece can encourage recipients to take action, whether it’s visiting your website, making a purchase, or attending an event. The physical nature of the material makes it more difficult to ignore or delete without consideration.


7. Complementary to Digital Strategies

Printed material doesn’t replace digital strategies; it complements them. Integrating printed materials with your online campaigns creates a multi-channel approach that reinforces your message. For instance, including QR codes or personalized URLs (PURLs) on printed materials can drive recipients to your website or landing pages, seamlessly bridging the gap between print and digital.

In the fast-paced digital world, incorporating printed material into your marketing campaigns offers a refreshing and effective way to engage with your audience. The tangible nature of printed materials fosters a deeper connection, enhances brand recognition, and communicates credibility. By integrating printed material with your digital strategies, you create a comprehensive marketing approach that captures attention, resonates with your audience, and drives meaningful results. So, don’t underestimate the power of print—it’s a valuable tool that can elevate your marketing efforts to new heights.

By allowing us to take control of your direct mail campaign, you can have full confidence in receiving a seamless service with your mail printed, enclosed and delivered on time, every time. You can hand-pick certain offers and deals specific to each customer, as this is seen as an effective form of personalisation. When people see a certain discount or deal that speaks to them personally, this is something that instantly grabs their attention. They are going to be far more likely to carry on reading whatever you have written on your advertisement if this opening statement catches their attention.

When you think of the additional digital noise that goes along with online advertisement – from pop-ups, virus risks, flashing banners and ads, notifications and auto-play videos – it makes sense that many consumers, when surveyed, rate forms of digital advertising so lowly as compared to print. Adding a personalised element to this already advantageous position only increases your chances of successfully retaining and gaining customers. Make sure to contact us today for more information on our personalised printing service.