How direct mail helps consumers fall in love with brands
Building relationships with consumers has frequently been compared to fostering a budding love between two people. In fact, Direct Marketing News recently highlighted a study conducted by Econsultancy and Responsys that looked into the level of commitment companies felt their relationships with consumers had reached.
Direct mail maintains a strong role in facilitating this interaction, meaning mailing software is integral to supporting a marketing strategy aimed at strengthening the love between consumer and company.
According to the "Cross-Channel Marketing Report," 30 percent of businesses are very committed to relationship marketing, meaning they demonstrate what the consumer can give and gain from doing business with a specific enterprise. In terms of giving, if customers put forth an effort to use social media to promote the company, they're providing free PR. In return, many companies will reward these individuals with savings or an exclusive offer.
The "From Letterbox to Inbox 2013" research conducted by the Direct Marketing Association and fast.MAP reflects the integral role for direct mail in generating commitment. In fact, the study found 79 percent of consumers immediately responded to direct mail items, according to the recruitment agency Ashdown Group. Research also indicated that letters, postcards and other items were more effective than email for motivating recipients to visit a company's website.
While marketing has integrated many digital channels, direct mail still proves to be effective in fostering customer relationships.