Direct Mail Printing: How Does It Engage A Customer?

Direct Mail Printing: How Does It Engage A Customer? cover

There is so much digital marketing online today that it can be genuinely impossible to truly connect with a customer. People see so many ads as they navigate through searches and from website to website, with social media an endless feed of ever-changing stimuli.

But there is a way to cut through the noise and connect with customers. That way is through print and direct mail, and there are numerous benefits of direct mail marketing.

For instance, according to 2021 USPS research, direct mail is a popular alternative to digital media with younger people, with 72% of the youngest customers surveyed saying they look forward to discovering mail. The fact that customers physically engage direct mail is a huge factor in making print and direct mail appealing as a marketing tool.

Touching and feeling the quality of direct mail printing simply hits different. It is a tangible thing that exists in the same world as the customer, as opposed to streams of intrusive pop-up ads and sidebars that can be clicked or swiped away in an instant before the message contained within them even reaches the brain.

Let’s look closer at the benefits of direct mail marketing and how print and direct mail engages with customers.


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Stand Out From The Competition

When you choose to engage direct mail as a marketing strategy, you benefit from significantly less competition vying for your audience’s attention. Unlike the inundation of emails and online notifications, the average person receives far fewer direct mail pieces. As a result, print and direct mail have a distinct advantage in creating a more personal and engaging experience for the customer. Additionally, direct mail allows for creative opportunities such as unique packaging or personalised touches that further enhance the customer’s experience and connection with your brand. By leveraging the power of direct mail, you can differentiate yourself from the digital noise and effectively capture the attention and interest of your target audience.

Improve Customer Recall

Direct mail marketing offers a significant advantage: enhanced customer brand or product recall. When received as direct mail, your marketing is more likely to stick with customers, with 48% of them even opting to keep it.

This extended exposure increases the chances of your message resonating with them and influencing their future purchasing decisions. Surprisingly, people tend to hold onto direct mail for approximately 17 days before eventually parting with it, providing a longer window of opportunity for your brand to make a lasting impression.

Increased Engagement Rate

It is estimated that 82% of customers are likely to read printed material for longer than a minute. Now think about the last time you spent even half that long considering a digital advert! Engagement rates are simply much better with print and direct mail. Even personalised ads sent via email do not engage customers as much as print and direct mail does.

Higher Customer Valuations

Research has shown that customers often attribute higher value to business brands and products when they have engaging interactions through print and direct mail. In fact, a substantial 56% of customers have expressed increased trustworthiness towards a brand after receiving print marketing materials, as opposed to digital forms of communication.

This highlights the unique and lasting impact that print marketing can have on building trust and credibility with customers.

If you want to utilise direct mail printing to experience the benefits of direct mail for your marketing, then contact us today to discuss your print and direct mail needs.


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Experts in print for over 30 years

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