Annual spending on newspaper circulars, coupons, direct mail, and catalogs hit $76 billion in 2017!
Need I say more?
By the way, this was up 85% from 2012, according to a Wallstreet Journal article recently written by Sarah Nassauer.
“Paper ads that arrive in homes spur more buying than emails or texts”, said Jackson Jeyanayagam, chief marketing officer of Boxed.com.
“Email is starting to become a sandbox because you get so much”. Boxed spent 80% more on print advertising in 2017 than 2016.
Emily Frankel, senior director of digital marketing at Jet.com, a Walmart owned company, states, “Jet sent 35 million paper coupons and direct mailers last year”.
She continued, that the mailers have been effective in reaching new, more urban and affluent customers.
So, why is direct mail so effective?
A study commissioned by the Interactive Advertising Bureau discovered that direct mail marketing—leaves a ‘deeper more emotional footprint’ on the brain than digital.
That difference can be pinpointed on MRI brain scans.
It produces brain responses that get stored in your memory. The printed piece itself becomes part of the subliminal messaging.
The following are more reasons for direct mail’s success.
Most advertising is expensive and casts a wide, but not specific net.
With direct mail, you can match your marketing pieces specifically to your market or niche dramatically increasing your response rates.
Direct mail is your canvas. You can address your customer by name, share specific offers and communicate information that’s specific to your area.
And begin to create a top-of-mind awareness and trust.
Add direct response offers and timely information and you again increase your response rates.
Others mix and match their marketing messages – preferring to keep consumers alert and eager to see what they’ll send next.
The truth is, as human beings we are tactile people.
So, engaging different senses is just smart business. If I get a message from a professional via email or digital ad, it registers in the moment – but not necessarily long term.
When I get a message that’s directed to me and offers something of importance to me and my family – that’s compelling.
Specifically, when I can feel it, touch it, put it on the refrigerator or tack it to my bulletin board, etc. – that message has a much longer shelf life.
And a better chance of getting a response – not just once but again and again.
Then adjust future mailings based on that response rate. It’s always advised to make a direct response offer on every piece of direct mail.
As opposed to just a generic, ‘here I am’ mailing.
Give people valuable reasons to reach out to you and they will!
It’s easy and cost-effective
Direct mail doesn’t have to mean big bucks.
With Every Door Direct Mail costs are low and market saturation is high.
Hopefully, this has given you insight into why direct mail is part of so many highly successful agents ongoing marketing plan.
Start taking advantage of this powerful form of marketing now.
Get started taking advantage of the power of direct mail. Send the Free Home Market Analysis Offer postcard from the Call to Action Series to your Geographic Farm this month.
Call our marketing team at 866.405.3638 for assistance. We are here for you!
PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!
1. The Free 2018 Real Estate Business Plan
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2. The Online Sphere of Influence Calculator
Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – Click Here
3. The 12 Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here
Also…check these out 🙂