Breakthrough the Advertising Clutter

The average person sees over 3,000 advertising messages every day. It’s relatively simply to reach prospects with social media, email and mobile. However, just reaching them doesn’t equate to engaging with them. When using digital media, prospects allocate only a few seconds to your message.

Did they really see your ad?

We saw this happen with television. When consumers decided they didn’t want to deal with the advertising clutter they began to tape their favorite shows and to fast forward through the commercials. So although the program theoretically brought viewers, in reality your message is not getting through.

Direct mail is successful at breaking through the clutter of digital messages. The same person who will fast forward through TV commercials, and give you a second of attention in the digital world, will stop and read your direct mail package. Over 80% of direct mail message are read or skimmed, and according the Printing Industry Alliance, about a quarter of direct mail is kept in the resident’s home for 30 days or more.

A SourceLink study showed that direct mail was rated the #1 marketing channel last year. 88% of respondents reported they used or plan to use direct mail in their marketing mix. Direct mail was followed by web/micro-site, email and social media.

Direct mail has the highest new customer acquisition rate according to a Target Marketing study; with 34% of new customers having responded to a direct mail message they received.
Activists like to claim direct mail is not green. But that’s not true. 70% of direct mail pieces come from recycled materials, and 60% of the energy used in the production of paper comes from recycled material. Compare that to most industries, which only use about 10% recycled energy to produce their products.

When a compelling offer is combined with a targeted mailing list, you will not only reach your prospect or customer ~ they will read your message, and respond. And you’ll enjoy the best ROI any media can offer.