Another study produced by Canada Post investigated how standard mail components into the lives of today’s buyers and its impact on the buy venture. Their discoveries were outlined in a whitepaper titled “Getting through the Noise,” accessible on the Canada Post site. In a world overflowed with stimuli competing for the normal customer’s 8-second capacity to focus, they found that:
- Direct mail inspires. It’s so ingrained in life that consumers ritualize it. In the process, they imbue it with emotionally charged meaning, making them more susceptible to inspiration from their brands.
- Direct mail gets noticed. Consumers are far more likely to notice, open, read, and enjoy mail than digital forms of advertising. They consider it less intrusive, more memorable, and the best way to make them feel valued.
- Direct mail persists. Consumers keep mail, display it in highly visible areas of their homes, and even share it with others. This creates multiple opportunities for a brand to be seen and engaged with.
- Direct mail persuades. Whether it’s to drive a store visit or purchase, mail delivers a call-to-action that resonates.
Direct Mail Drives Behavior (and Revenue)
The Reasons Why Direct Mail Is Still Important in B2B Marketing Tactic is that another intriguing point that the study found is that we “notice, open, and read regular postal mail.” Even past that, numerous individuals really like getting standard mail B2B marketing:
Sent pieces have a tenacious vicinity in our homes, from the icebox way to the foot stool. Inventories, menus, and other print things are frequently kept for a month or more. A large number of our customers see significantly more accomplishment with dimensional mail pieces that have backbone and drive correspondence. One of our customers really saw a 15x profit for their interest in post office based mail, and a few discoveries from this study bolster the enduring effect of immediate and material mail.
- 74% always or sometimes notice B2B marketing in direct mail
- 51% prefer companies to use a combination of mail and email when communicating with them
- 70% are curious to find out what’s in their mailbox
Indeed, Canada Post found that a striking 80% of their respondents saw or read some mail sent to them in the most recent four weeks, with 60% saying that decent publicizing mail kept the sender’s image top-of-psyche. 33% of respondents say that post office based mail is the best approach to motivate them to recollect an item or administration.