This day and age, if you don’t include physical outreach as part of your marketing effort, you’re really missing out. That’s not just an opinion… the numbers don’t lie.
According to the Direct Marketing Association, physical mail response rates actually beat digital response rates. Depending on your source, mail has a response rate of up to 10 to 30 times higher than that of email.
Is it really that difficult to imagine though? We’re all inundated each day with a sea of emails. We get so many emails every day / week / month / year, that it’s hard to believe we have any time left over to do anything other than respond to emails!
Why does physical mail outperform email by such a large margin? The answer is simple… perceived value! Physical mail has something that no marketing email can ever possess … it exists! The fact that it’s real and you can touch / interact with a piece of mail gives it an advantage over it’s digital counterpart. According to a study by Royal Mail Market Reach, handling tangible objects remains a deep and intuitive part of the human experience. As such, that emotional effect is what makes physical mail so effective.
So the question is: If physical outreach outperforms email, why don’t more companies do it?
We asked ourselves the same thing! However, it’s not that hard to imagine the reason when we consider the effort involved. It’s much more difficult and time consuming to truly personalize physical mail than it is to personalize an email. We’re not just talking about slapping someone’s name on a mass produced image or creative and calling it a day. Personalization means really understanding each user and selecting creative based on their behavior and preferences in addition to personalizing the copy.
However, just because something is difficult, doesn’t mean it’s impossible. In fact, since it is so difficult, it presents a great opportunity for brands to set themselves apart from competitors.
If physical outreach already outperforms email by 10X to 30X, imagine what that could mean for your business if you could apply the same degree of personalization to physical outreach! Have we piqued your interest enough? What has your experience been with outreach campaigns? Reach out to us and let us help you unlock your unrecognized gains via personalized physical outreach!
Interested in setting up a truly personalized physical mail campaign? At TurnGram, our service specializes in creating personalized physical outreach campaigns for brands. We handle everything from creative selection to printing, postage, and shipment. Drop us a line here at support@TurnGram.com and we’ll show you exactly how we’ve done that for top companies like Athena Health, Northwestern Mutual, Draft, and Crowdly!
