As the holiday season is upon us, this means more people are willing to spend a lot of their loved ones. In actually fact, seasonal shopping is very popular. If you have a business, even if it’s a clothing store or a cosmetic company, joining this trend is a must – the best way to boost your brand this festive season is with the best marketing plan that includes either digital marketing or direct mail marketing.
Here’s a rundown of direct mail marketing vs. digital marketing.
Cost – Effectiveness
Direct mail marketing requires more time and effort, even with the courier rates and expenses for the materials used in making the mails, it’s relatively cheaper than digital marketing. That is the reason why some companies charge you one set amount to advertise with them, which could be expensive and unreliable since you wouldn’t know how effective it is. With direct mail, you do have the choice to send a small batch first before expanding, it does save you money and the opportunity to improve.
Whenever you need to send direct emails to donors, you have the choice to decide on the amount based on your reach instead of being forced to pay a set amount, which makes it easier to upscale your choice.
With direct mails you have a better response rate as it approaches more specific targeted people, direct mail advertising has an average 9% response rate for house listings and 5% for prospects. On the other side digital advertising has a 0.1% click-through rate. This happens because most people go through 5,000 digital ads daily and the average worker receiving 100 emails every day- leaving your ads to get buried in the noise.
Return on your Investment
Direct mail marketing remains a favourite advertising strategy because it provides a more reliable ROI of over 29%, while digital ads only have 16%. This is because some businesses focus on building their companies and brands online, allowing direct mail to be less competitive and more reliable. Digital marketing has a higher ROI rate because consumers tend to direct mail more than digital content. On-pages ads are not as appealing as personalized mails received at home.
Direct mail is a bit more flexible when it comes to it’s advertising options. In digital marketing, you can only choose one website that you want to advertise your brand on or how they want to send these ads to their consumers. Meanwhile, in direct mail, you have plenty of options, ranging from postcards to brochures.
Your personal touch
More than 57% of consumers say that receiving direct mails makes them feel more appreciated. This is because direct mails can be personalized to tailor the buyers needs while digital marketing can be generic sometimes depending on how you do your digital marketing.
Although direct mail has been said to be “old school”, it is the touchpoint you need to implement into your marketing efforts and sales strategies to see the best results. In the end, a great marketing strategy is not about comparing direct mail marketing with digital marketing. It’s all about incorporating various different marketing channels to provide an omnichannel experience for your customers this holiday season.