We live in a world where the majority of our interactions happen online. In fact, the dependency on online channels has increased so much that we no longer go online to take a break from life. Instead, it’s the other way around. Marketers in all industries are quick to make the digital medium their priority. Which, isn’t to say that this is wrong, but there is undeniable evidence that direct mail can help improve a housebuilder’s sales figures and speed.
The latest stats on direct mail:
- 79% of consumers think that reading mail is more convenient and simple than going online.
- 87% of consumers, spanning all age groups, view mail as trustworthy and believable. Second only to search, direct mail is the most trusted channel for Gen Z, where they view email marketing as only 48% trustworthy.
- Trust in mail has continued to grow and has recently risen by 12%.
- 82% of customers find buying products driven by mail satisfying.
- 42% of millennials between the ages of 25 to 34 have found mail useful and read it immediately.
- The open rate of direct mail averages from 60 to 90%.
Personalisation is key
Today, digital spaces including social media platforms are filled with ads or promotions of one kind of another. The great thing about digital ads is that they can be set to target a wide range of potential customers, from age, demographics, location, buying history and more discerning factors.
While these ads are hyper-targeted, they can fail to be personalised the way direct mail can be. You could send a virtual postcard and physical postcard to your target audience, identical to each other, and yet be sure that the recipient will appreciate the physical one more than the digital one. The feasible nature of the direct mail or postcard makes it much more personal than the digital ones.
Direct mail isn’t dead; it’s evolving
Direct mail has evolved over the years, with the ability to take online marketing communications offline to garner more interest and leads. In order words, direct mail marketing is not strictly an offline marketing method, but a hybrid one that delivers the best of both worlds.
Direct mail supports your digital marketing efforts. It can help to drive recipients to your website and social media pages. They can then use lead magnet tools and convert into proceedable leads on your website. This way, the direct mail offering isn’t solely a brand awareness exercise, but one that generates leads. It opens more opportunities for marketers by adding several touchpoints.
Follow up opportunities
Direct mail isn’t one of your one-and-done marketing strategies. It’s a powerful tool that creates and nurtures direct mail leads. However, these leads aren’t delivered overnight after your campaign. The process of turning leads warm can take a bit of time, but you can certainly drive conversions up throughout the year this way.
Start with warm leads
With our Print Campaigns, we are able to take your ideal target audience and leverage our living database of home movers who have a budget in hand and have expressed interested in a new build home. That way, you’re talking to leads that are already warm.
There are hundreds of thousands of potential home buyers you can reach. To get in the hands and homes of these leads, contact us today.
We’re happy to walk you through our lead generation offerings and advise the best solutions to suit your needs.
