We recently posted a three-part series on things to consider when designing and creating a direct mail campaign covering issues such as what colors and imagery/photography to use and what type of language (e.g., useful or compelling words and phrases) makes for effective pieces. One topic we didn’t discuss is why it makes sense to consider a direct mail campaign in today’s digital-heavy world. The answer? Digital fatigue.
What is Digital Fatigue?
Digital fatigue is the commonly expressed sense, by users of digital media and technology, of being overwhelmed with too much advertising and marketing pitches delivered multiple times throughout the day via email, texts, etc. Because digital marketing pitches are ephemeral and voluminous, many recipients pay little attention or heed to them.
Printed Direct Mail Garners Attention
A report on the status of direct mail in 2023 produced by Lob and Comperemedia reveals some illuminating statistics about the effectiveness of direct mail campaigns. For instance, 74% of marketers report direct mail provides the best ROI (Return on Investment) compared to all other marketing channels. Considering 67% of marketers responded this way in 2021 indicates recipients are continuing to respond more positively to actual printed materials than digital content. 69% of those surveyed in 2023 believe printed pieces are effective at capturing attention. A few other interesting statistics: 1) average lifespan of an email is 17 seconds, direct mail is 17 days; 2) For every $167 spent on direct mail generates (approximately) $2100 in products or services sold, a 1,300% ROI; 3) email open rates are low (23%) compared to direct mail (90%).
If you have any questions about beginning a Direct Mail Campaign, give us a call at 330-597-8560. We’re happy to help you get the most out of your printing project.
