Unleashing the Power of Personalized Direct Mail in a Digital World

The digital advertising market is booming—businesses spend over $500 billion every year to show trillions of ads to internet users. That’s a lot of ads, but most of us are just tuning out. We’re scrolling past the ads to get to the content we actually want to see, and around 40% of computer users have ad-blocking software installed. Though digital advertising can still be effective, it’s a crowded space and it’s hard to make an impact.

The Power of Handwritten Direct Mail

Personalized direct mail is different— by sending a customized mail piece with genuine handwriting, you’re providing potential customers with a unique and memorable experience. You aren’t competing with the endless rows of online ads, and there’s still something special about receiving mail. It’s also a lot easier for direct mail pieces to linger around the house. Remember when your parents used to stick coupons for discounts like free pizza up on fridge? Or maybe they had a drawer where they kept ads for services like carpet cleaning and window washing? Real mail is likely to get noticed and saved, which gives it a huge advantage over digital advertising.

It’s not unusual for handwritten direct mail response rates to be double or triple that of traditional mailed advertisements. Around 99% of hand addressed mail is opened and read, a fantastic number considering that less than 10% of online ads are viewed for more than one second. When someone feels like they are receiving a personalized communication instead of another cookie-cutter ad, they are going to take the time to read and consider the offer.

A Truly Customized Experience to Make Your Brand Stand Out

Direct mail doesn’t have the same limits on customization as digital ads. While you might be able to target your online ad to a certain audience, you won’t be able to address a customer by name. You can’t include a handwritten letter or personalized note online, but that’s easy to do with the help of a handwritten direct mail company. You can also offer personalized discounts or special packages to customers based on their local neighborhood, demographics and purchase history.

A well-designed, personalized mail piece also reflects the time and energy you’ve put into developing your business. You’ve worked hard to create a brand image and develop products that appeal to consumers, but much of that is lost in the chaotic jumble of digital ads. If you’re a specialty retailer, then direct mail gives you the opportunity to send a high-quality advertisement that you know will resonate with your target audience.

Reaching Customers that Don’t See Digital Ads

Another big disadvantage of digital advertising is that many valuable customers just don’t spend much time online. Less than 50% of people over 65 use social media, and about 15% of Americans don’t go online on a daily basis. While these consumers probably aren’t in the market for trendy clothes or the latest meal delivery service, most of them own homes and cars, buy insurance and utilize healthcare. Depending on your industry, you might be missing out on solid leads by focusing exclusively on online advertising.

As ad-blocking software continues to improve, it’s likely that many potential customers just won’t see your ads, regardless of how much you’re spending on digital platforms. There isn’t an easy way around this—you can send offers and updates to existing customers by email, but it’s harder to generate new leads if not enough people are seeing your ads. Direct mail puts a tangible offer into the hands of consumers at the right time, and your efforts won’t be thwarted by ad-blockers.

The bottom line: Don’t limit your marketing efforts to digital advertising. Personalized direct mail can make a bigger impact and reach customers who aren’t spending much time online. Think Ink Marketing can create handwritten bulk mail with fast turnaround times, so you can maximize your ROI.