Breaking news: Print advertising is back in style!

But wait. Did it ever go anywhere at all? …

Top marketing firms in Michigan, such as ours, have embraced the power of digital marketing and run with it full force in recent years, but that doesn’t mean direct mail marketing has dropped off the radar completely.

Digital marketing is simply an additional, newer outlet to capture customers’ attention, but your traditional mailbox hasn’t changed all that much. We bet you even still browse through the print advertisements and maybe make note of new businesses and promotions. Are we right?

Even though you might not run to those businesses, seeing the direct mail marketing materials raises your awareness of them.

At Basso Marketing Agency in Rochester, we focus on giving you the best of all marketing strategies, whether it’s direct mail marketing, email blasts, terrific websites, comprehensive blogs, intriguing social media posts, and more.

The Power of Direct Mail Marketing

Direct mail marketing has grown exponentially over the past couple of years, and it can be very effective. If you don’t quite believe it, think of it like this.

1. It is probably stronger than it has been in recent years due to the COVID-19 pandemic. As people stayed home, they likely had more time to explore new options for restaurants, clothing retailers, medical care, financial institutions, and so on.

2. No matter which industry you are in, direct mail opens up a wealth of options for marketing through clever presentations and messaging.

3. The talented designers in our Michigan marketing firm can create customized, eye-catching marketing materials that make your brand stand out among the rest.

Digital marketing is incredibly powerful, but in some cases, the amount of information flowing in on social media channels and in internet searches can be overwhelming. With direct mail marketing, your prospective customers literally focus on what’s in their hands. They see it clearly, and they file it in their memory, whether they realize they’re doing it or not.

4. Some people prefer print. It’s undeniable. If that weren’t true, print newspapers would have officially disappeared decades ago, and grocery store circulars would be relics of ancient history.

In fact, 7% of Americans don’t use the internet at all, and 25% of adults ages 65 and older never go online, according to the Pew Research Center. Despite the fact that Facebook is the most popular social media platform among seniors, only 46% of Americans ages 65 and older actually use it.

With that being said, if you focus solely on digital marketing, you’re essentially overlooking an enormous pool of potential leads who are waiting to find you.

5. Research has shown that the response rate for direct mail is 10 to 30 times higher than that of email marketing (which also is more effective than the general public may realize). Direct mail marketing has an average ROI of 29%. The response rate for direct mail is approximately 5%, while the average response rate for email marketing is less than 1%

The Do’s and Don’ts of Print Advertising

Even though print advertising remains a powerful tool, there are some things you should keep in mind — especially in this day and age of abundant technology and busy lifestyles. The following are some do’s and don’ts of direct mail marketing and print advertising that may help you fully leverage the potential.

The Do’s

  • Do create an exciting, eye-catching, clean, and aesthetic design that includes graphics, text, and details about how to contact you.
  • Do ensure that it follows your company’s brand guidelines, including the fonts, colors, and logo usage.
  • Do go over it with a fine-toothed comb to identify any grammatical or design mistakes. Have multiple people do so because one person might catch a mistake that another didn’t. Very little will cast a shadow on your credibility and reputation like grammatical or graphic design mistakes that could have been prevented.
  • Do use high-quality, vibrant images.
  • Do consider spending a little more on high-quality paper and/or packaging for a more professional appearance. You don’t need to choose top-of-the-line options, which can be pricey, but low-quality materials will reflect poorly on your brand.
  • Do refer to your digital email marketing platform and other tools in order to send communications to the ideal audience as appropriate. In fact, the U.S. Postal Service has been able to give marketers ways to customize audiences by income level, zip codes, and more, so you can feel confident that your message is reaching the right people. Identifying the right audience will help you save money on advertising costs and may increase your ROI.

The Don’ts

  • Don’t use too many words. Use language that is exciting and intriguing but succinct — both to save money and to avoid overwhelming recipients. They might not even give it a closer look if they see a large block of text, so give them something they can’t help but read.
  • Don’t make it more extravagant than necessary. Too many colors and images may be distracting and confusing. Ensure that your primary message is the focal point.
  • Don’t send out the same direct mailing twice. Refresh it with new messaging and designs.
  • Don’t use colors that are too similar to each other. Use contrasting colors wisely to draw attention to the most important elements of your communication and for visual appeal.

As times change, staying up-to-date with both new and traditional trends is a key to remaining competitive.

With possible changes to digital privacy standards and the inability to predict what is going to happen in the social media world, it’s important to take advantage of any marketing resources possible. The most effective marketing strategies use multiple avenues, including print communications, organic marketing, and digital advertising.

Our Rochester, Michigan marketing firm can help you embrace the new way of doing things as well as reconnect with time-honored marketing traditions. Contact Basso Marketing Agency for comprehensive brand growth solutions that work in today’s world.