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Direct mail remains one of the most successful and efficient ways for businesses to deliver important and relevant information directly into the homes of customers. Several factors weigh into its effectiveness. Direct mail stands out. As opposed to the countless emails people receive in their inbox every day, one or two direct mail pieces may arrive in a person’s mailbox each day. They often have attractive graphics on quality stock that’s appealing to the eye and feels good to the touch. People tend to take a moment or two to read or quickly scan direct mail, enough time to make a good first impression. Studies have shown that people trust direct mail more than digital communications and find the information more relevant. It’s a great way for local businesses to increase reach through neighborhoods. Direct mail results are easy to measure by add tracking information like trackable phone numbers, URLs and coupon codes. Direct mail becomes even more impactful through the ability to personalize every printed piece using variable data printing. Personalized direct mail optimizes the data that companies have collected about their customers to increase brand awareness and relevancy with every mailing. Direct mail is especially impactful when included in omnichannel marketing campaigns. Companies are including personal QR codes and URLs on direct mail pieces that link to social media platforms and websites to further engage their customers and enhance their customer’s experience.

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