Emails going straight into the trash?
Your post that was a winner last week going nowhere this week?
Social media promotes content that serves its own purposes–more likes, comments, and shares are what get content promoted by the algorithms. Your previously successful content may quickly become virtually invisible.
Social media algorithms also favor content that is relevant to the user. This means if a user has not engaged with a particular account or type of content in a while, it may be deprioritized in their feed. Your efforts to reach followers or a new audience are stalled.
Social media algorithms also prioritize content from personal connections over business or brand content. If a user is more likely to engage with content from their friends and family, posts from businesses and brands may be deprioritized. There goes your reach.
The secret for combatting the arbitrary loss of reach due to the fickle nature of social media: Direct mail.
Leaving direct mail out of your overall marketing plan means you are missing out on an effective way to get your message directly into the hands of customers and prospective customers. Direct mail has a higher chance of being noticed and remembered by recipients.
In today’s digital age, inboxes are often cluttered with emails, and it’s easy for marketing messages to get lost, overlooked, or sent straight to the trash. In contrast, direct mail pieces arrive physically and often end up on a recipient’s desk or counter to be seen multiple times and remembered.
Direct mail can be highly targeted and personalized. You can obtain mailing lists that are highly segmented based on demographics. This allows you to create tailored messaging and make offers more likely to resonate with individual recipients. Personalization can also increase the likelihood of a response or sale.
You also own your database of customers. You have data on their history, purchases, and interactions with your company. This is valuable information! Getting more business from existing customers is usually easier than it is to find new customers.
Direct mail is more trusted than email. With the prevalence of online scams and phishing attempts, many people are hesitant to click on links or download attachments in emails from unfamiliar senders. In contrast, direct mail is perceived as a more legitimate and trustworthy channel. This can make recipients more receptive to the marketing message and more likely to act.
Printed materials also are easier to comprehend. They are not subject to the electronic distractions of pop-ups and alerts or competing with simultaneous incoming messages.
Contact us today to begin leveraging the tactile, personalized, and trustworthy nature of print and direct mail to stay in contact with current customers and find new customers!
Econoprint is a full-service commercial printer serving Racine and southeast Wisconsin with a complete range of services to cover every aspect of printed communication, from graphic design through printing, finishing, mailing, and fulfillment plus wide format output for signs, banners, and trade show materials.