Although it may seem surprising, 70 percent of Americans say that they perceive print marketing received in the mail as more personal than emailed advertisements. While the focus of many has shifted from print marketing to the most effective online marketing strategies, flyers and other forms of direct mail should not be ignored. Even though social media ads, influencer marketing, and the like have been brought into focus over the last few years, your business should still have a healthy balance between print and online marketing. Why? Explore the facts, and learn how to strike the right ratio for your needs.
Direct mail marketing is hard to ignore
The latest numbers show that 79 percent of people say that they still either scan or read direct mail ads. Rather than being able to click a “delete” button without ever reading a word, print marketing has to be handled in some way. Another major advantage of direct mail is trustworthiness. One recent study found that 56 percent of people trust direct mail advertisements that are sent directly to them over any other online advertising method. Additionally, you can deliver more information, and target a highly specific audience with direct mail. To make your campaigns as easy as possible, you can buy stamps with Online Stamp, and have your direct mail flyers printed/sent directly to you prior to mailing them out.
Your ROI is often better with direct mail
The most recent figures show that for “every $167 spent on direct mail, U.S. marketers sell $2,095 in goods.” On average, this equates to a 1,300 percent return. However, tracking these same metrics isn’t always as easy with social media, and other forms of online advertising. One of the biggest challenges with online advertising is attributing sales as a direct result of an advertising campaign. Unless a business owner has the savvy to set up and track the traffic and sales that result directly from online ad click throughs, it is impossible to determine effectiveness. Often times, direct mail campaigns mention a specific offer that must be mentioned upon reserving a service or buying an item. In this way, tracking the success of direct mail is much easier than online campaigns.
Online marketing, however, is also incredibly effective
Despite the benefits still offered by direct mail marketing, online marketing has been proven to deliver amazing results as well. Currently, those in charge of advertising/marketing are spending 51 percent of their advertising dollars on mobile ads. This dramatic shift in spending over the years is for good reason. For instance, mobile offers are 10x more likely to be redeemed than in print form. Also, since nearly every demographic is online, it is quick and easy to reach almost anyone. Online advertising has become so popular that mobile ad spending is projected to exceed $247 billion by 2020.
So, how much should you spend on print campaigns versus online campaigns? Although this number will ultimately be determined by your services/products, budget, and audience, splitting your budget 50/50 is often a good place to start.