Direct mail can be strengthened with an online presence
Because technology is so pervasive in our society these days, any company that uses direct mail software to create outbound marketing materials should also be sure that they have a strong online presence as well. Direct mail is still a solid marketing strategy because consumers enjoy receiving advertisements in the mail, but the brands should be mindful that consumers will always refer to a website for more information.
A dual study sponsored by Hewlett Packard conducted in the U.K. by fast.MAP, a research firm and the Direct Marketing Association, shed light on how interconnected direct mail and the Internet are when it comes to marketing.
The research found that consumers were 10 percent more likely to view a brand's website after receiving mailed marketing materials as opposed to an email. Additionally, other findings from the study include:
- When receiving direct mail, 48 percent of consumers stated they kept mailed materials to review at a later time
- Thirty-four percent conducted a search online to find more information about a product or service
- Forty-four percent took the time to visit a brand's website
- Seventy-nine percent acted immediately after receiving direct mail
This study shows how much consumers value direct mail and how technology advancements haven't made it any less effective. However, it also highlights the need for brands to have a digital presence. Consumers value information, and the more data they have on a product or service, or if that information can be easily found online, it increases the likelihood that they will make a purchase.
Additionally, the research conducted by the firms show that outbound marketing and direct mail software will continue to be worthwhile for the companies that use it. With 56 percent stating that marketing materials that are printed are more trustworthy, brands that utilize direct mail will have a strong advantage over those that don't.