Throughout the year, digital screens constantly demand attention. It is therefore not surprising that consumers are becoming less and less sensitive to online stimuli.
Research by JICMAIL shows that social ads linger for less than two seconds on average. An email? About three seconds. Direct mail up to 134 seconds. So is it print all the way? Of course not. But those who communicate exclusively digitally are less noticeable. Today we’re talking about relational marketing. Relationships are not built with a fleeting click. They are built with repeated moments of contact: online and offline.
The end of the year is the perfect time to strengthen relationships. In October and November, printing companies are working flat out with calenders, diaries and end-of-year mailings that make brands tangible. A physical message inspires confidence, and it is precisely that confidence that forms the basis of every lasting customer relationship
Direct mail is sometimes seen as “expensive”, but that idea is not entirely accurate. Figures from the study show that direct mail holds attention much longer than digital advertisements. The impact is greater, the cost per minute of attention is lower, and the chance that your message will stick is much higher.
During the end of the year, people receive dozens of digital messages every day. And that is precisely why a tangible gift makes an extra impression. The impact of direct mail lies in the attention it commands, without having to shout.
According to JICMAIL, 77% of all direct mail is read or viewed. That percentage is rising year after year. What’s more, a mailing stays in the home for an average of 7 days. That means 7 days of visibility, repetition and potential for conversation. However, this is not about a “battle” between print and digital. It’s about both reinforcing each other. Because those who combine email and direct mail see response rates that are up to 40% higher!
With the end of the year approaching, now is the time to reflect on your relationships and surprise them with something that will stick. A format that conveys your brand feeling and message in a tangible way. We are happy to help you come up with an end-of-year campaign that deserves attention and retains it.
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