The Added Benefits Of Direct Mail For Business

Ever since the invention and introduction of the email, the usage of the technology has done nothing but increase, especially in recent years. Billions of emails are sent every year around the world and this growth seems to be fairly unstoppable. As a result, the use of direct mail has significantly reduced as well, with many businesses opting to use email rather than direct mail for customer communication. But is this the right choice?

Although it is a common conception that digital mail is better than physical mail, there are several reasons for why direct mail is the better option. Let us discuss this further below.

Open rate

You will be shocked at the difference between the open rate of a email compared to a direct piece of mail. When sending an email campaign, a lot of the time you only achieve a 20-30% open rate. However when using direct mail this open rate is by far higher, meaning that businesses that us direct mail will have an extremely better chance of their communication being opened. With the increased amount of spam emails being sent and received, many customers won’t even bother looking at an email whereas a physical letter is far more likely to be opened and therefore responded to.

Deliverability

When collecting emails from customers for communication purposes, typos are made, the information can be slightly incorrect and many email servers have tight server policies which all means the chances of an email being delivered are very slim. A direct letter however will be sure to arrive where it is intended to arrive as this information is key to any customer and the chances of this being typed incorrectly is very slim as no one wants to miss their post. By using direct mail you can increase the chance of your mail actually being delivered and not missed. The same cannot be said about emails.

Attention Required

This is a aspect many will forget. Many emails sent contain a lot of distracting elements which results in some areas of the email being skipped. An email can be a lot to take in all in one go. A physical piece of mail however is by far easier to understand as everything you need to know is in front of you in clearly defined sections or headings. This ultimately means the customer will use less cognitive effort and be able to focus and read what is in front of them easier.

Action

A common belief is that the younger generations, millennials, only consider the digital word. However it doesn’t seem to always be the case or true. Millennials are likely to engage in a call to action on a direct mail item more often if they receive this via mail instead of email.

Send Your Direct Mail A Franking Machine

All businesses should consider sending direct mail as a means of marketing and improving customer communication as it brings with it all of the above perks and more. Not only will you find that your mail is actually being opened by customers, but a franking machine will improve the professionalism of your business and your business will become more of a recognised brand – all whilst saving you money with every item that you frank. Now is the time to switch to a more direct method of communication – starting with a franking machine.

A Mailmark franking machine can help any business massively and if you are interested in getting a franking machine or upgrading to a Mailmark franking machine with even lower prices available, then please view our franking machine page here or call us today on 01543 572 776 to find out more.