Digital clutter is at an all-time high. With so many companies opting for digital marketing, the average inbox is overflowing with promotional messages, newsletters, spam, and a few important emails hiding in the monotony.
At first, you keep up with your daily email. You feel good about yourself and cut down clutter. However, as time goes on, you end up subscribed to more newsletters than you know what to do with, shipping updates become frequent during certain times of the year and you fall behind. Before you know it, you’re drowning in emails that you don’t have the energy to open (unless one randomly sparks your interest), deleting in bulk when you have time or ignoring them for weeks—months—until you can get to them later.
Now, visualize your mailbox. With everyone spending ample time creating digital marketing, the traditional mailbox is left uncluttered, practically begging to be used. While some say that “digital is dead,” the smartest marketers see an uncluttered mailbox as an opportunity.
If you’re wondering why your inbox is full but your mailbox is an opportunity, we’re here to discuss the reality of digital and print marketing—and how to utilize both to maximize your company's success.
Digital fatigue is a common struggle with such a high volume of incoming emails, with everyone competing for a little bit of your time and attention. The problem is that most marketers are sending out emails. The result is an abundance of emails, digital content and noise that leads to consumer burnout. Unless your message is incredibly unique or compelling, it likely won’t get opened.
“The average number of unread emails is 1,044, and only 32 percent of participants reported having zero.” The reality of email marketing is that it gets very few open rates. Most of your audience won’t ever see your campaign. If you think about it, the audience that does view your emails is a small fraction of the 32% that do open emails. Chances are, your ideal audience (consumers who really need your product and impulsive spenders) isn’t even seeing your emails.
Then, there are the consumers who do open your emails. Even if you have great open rates, it’s an even smaller number of consumers who actually engage with your emails. So, how do you stand out when your consumers’ inbox is the main problem? Print marketing and traditional mail.
In comparison to the cluttered chaos of the average consumer's inbox, the mailbox is their safe haven. Think about it. When was the last time you got an overwhelming amount of mail? For most people, the majority of mail is received around the holidays when people send out cards. Otherwise, the mailbox remains underused and ripe for the taking—it’s the perfect marketing channel to stand out.
While digital marketing is a free-for-all, print marketing is a private, underused channel that brings feelings of peace in comparison. Oftentimes, consumers only receive a handful of mail—which means your print marketing has a higher chance of standing out, receiving better open rates and higher engagement levels.
An uncluttered physical mailbox only means that you have an unbridled opportunity to take advantage of a lower-competition, high-engagement marketing channel.
If you’re hoping for some of the most impressive open rates in the industry, print marketing and direct mail are two of your best options for an alternative channel. Amidst the chaos of digital marketing, a well-timed print ad sent to someone’s mailbox is seen as a relief rather than intrusive.
Physical mail also has the benefit of creating a stronger, more tangible connection with the consumer. While digital mail is fleeting and forgettable, print marketing is real. You can smell the ink and paper, touch it with your hands, see it in front of you and even hear the papers rustling in the mailbox. This level of connection leads to a stronger emotional connection and more memorable ad.
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As beneficial as print marketing can be for standing out in a consumer’s mailbox, the best route to amplify your message and conversions is to use a multi-channel solution. Both print marketing and digital marketing should be used for your best results.
Print marketing and direct mail are great for breaking through the clutter, making your brand known and garnering trust. Digital mail is the extra shove that gets consumers to act, as they reach different stages in the buyer’s journey.
One of the best ways to utilize a multi-channel advertising method is to direct traffic from your print ads to a website or landing page using a QR code or unique URL.
Ultimately, your goal should never be to abandon digital marketing. Your best strategy is going to utilize both print marketing and digital advertising to get your highest ROI—together.
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Understanding why your inbox is full and your mailbox is a marketing opportunity ensures you use advertising channels to your advantage in future campaigns.
The smartest marketers understand why mailboxes are underused (email marketing is easy and cheap), but also realize the print marketing opportunity that few are taking advantage of: traditional mail. While the cost of materials is higher, the lack of competition makes it one of the best investments you can make for your business—especially when it’s used in tandem with digital marketing.
If you want to take advantage of underused mailboxes and showcase your brand front and center, Signature Graphics can help you take your campaign to the next level. With turnkey services in design, print, assembly and delivery, we can help you create your most effective print marketing strategy and campaign from start to finish. Are you ready to make your message seen and put your brand a step above your competitors?