Direct mail is junk or spam mail you might have encountered in your email inbox. They mostly consist of advertisement or newsletter of a product which doesn't seem interesting. But then again the question arises as to why are direct mails still a thing when nobody likes it?
Direct mail opening rate of about 80% and is likely to generate engagement more than seven times than an email. This is beneficial for business to business or B2B engagement because nobody can predict where that one brochure or newsletter or an advertisement you send out to other company will start a whole cycle of engagement to benefit you and your company. If this happens, the trust of engagement can be potentially more than any other digital medium.
Direct mail kind of died down for a while but has made its comeback in a very impactful way powered by the new technology such as artificial intelligence handwriting. Sales and marketing teams mostly neglect the direct mails due to its undeniable success, but with direct mails, they can double the chances of success.
The following infographic shows the revolution of the business to business (B2B) direct mail and its impact on a business.
Infographic by: Blog.postal.io