Facebook Advertising Is Out. Direct Mail Marketing Is In.

If we had to go out on a limb, we’d bet you’re reading this from your phone. And please excuse us while we state the obvious – you’re reading this article on a social media platform. There’s no denying that digital media and social platforms have changed how we engage with others and educate ourselves.?

And as a business owner, social media platforms like Facebook offering targeted advertising options may make it seem like the perfect place to invest your marketing budget. But more than ever, digital ads are getting ignored. It takes a lot to get consumers to slow their scroll.

But there’s another solution: Direct mail marketing is making a comeback and may be a better option for your business. Take it from us – Facebook advertising is out and why direct mail marketing is in.

First, let's look quickly at Facebook advertising.?

When it comes to paid online advertising, Facebook and Instagram ads are some of the most affordable. It’s not surprising, then, that so many marketers and businesses turn to Meta to market their products.?

But while the platform has been the go-to advertising space for many years, recent changes to the Meta (Facebook and Instagram’s parent company) algorithm make it harder for businesses to reach their target audience. Moreover, with so many businesses using Facebook as a marketing tool, there’s more competition than ever.?

The bottom line: Businesses are spending more money to reach their target audience with no guarantee of success.

Direct mail is a solid marketing solution.

In contrast, direct mail marketing steps in and fills the gaps where Facebook advertising falls short.

1. There’s less competition.

While direct mail marketing is back on the rise after years of decline, it’s still an under-used advertising solution.

Your target audience’s mailboxes are wide open! Your competitors are much less likely to invest in a physical mailing campaign which makes it easier to stand out. This is next to impossible in a sea of online Facebook or Instagram ads.

2. You can build highly targeted campaigns.

Meta may not allow you to get as specific with your ad targeting as you used to, but direct mail can help you make up for some of that data loss.

Because you’re in control of the data, your campaigns can be hyper-targeted. You can send specific marketing materials to people who have already expressed an interest in your products or services or re-target customers who have already bought from you.?

3. Direct mail is more trustworthy.

Another advantage of direct mail marketing is that it’s tangible. Despite the rise of digital and online content, people still consider information in print to be more trustworthy. They’re more likely to be swayed by information they can read on paper than what they’re sent in an email or see in an advertisement.

Moreover, a piece of direct mail provides a physical reminder of your products or services. Consumers are more likely to hold on to printed advertisements and direct mail than they are to keep digital ads in emails or try to recall ads they see on Facebook and other social channels. They’re also likely to take more time processing what you’ve sent them. This can be especially effective if your business is promoting products that require a high level of consideration, such as expensive purchases or those that require a long-term commitment.

4. It gets more attention.

Direct mail marketing is also more likely to be opened and read than digital advertising. According to the Direct Marketing Association, the response rate for direct mail is around 5%, compared to just 0.6% for email. This means that businesses are more likely to see a return on their investment with direct mail marketing.

Direct mail also makes recipients feel special. According to a study by the USPS in 2018, a whopping 75% of surveyed millennials said that receiving personal mail “makes them feel special.” No digital advertisement can do that.

Direct mail marketing can be used to build a stronger relationship with customers.?

With direct mail, your business can send personalized messages to your customers, showing you value their business and are willing to invest time and money in building a relationship with them.?

While Facebook advertising may seem like the perfect marketing solution for businesses, recent studies have shown that direct mail marketing is making a comeback and may be a better advertising option to build more trust and stronger relationships with your customers.

Ready to start planning your next direct mail campaign?

Get in touch with the team at Commerce Press. We work with leaders and marketers in an array of industries to help them clarify their messaging and get it mailed out to their ideal audiences.?

Not sure where to start and need help with mailing lists? We’ve got you covered. If your curiosity is piqued, we’d love to chat.

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