One key benefit of direct mail is that it’s a traditional form of advertising that creates powerful demand among consumers. Think about it, consumers get their mail out of their mailbox every day and essentially invite the envelope into their home. Then once they have it in their hands, they’ll spend time reading through all the exciting offers and messages from their favorite, or even newly opened, local businesses.
When consumers open it, they will typically go through all the offers, setting aside the ones they are most interested in or plan to use. This is called the “mail moment” and it is where real buying demand is created – consumers see things that look interesting and didn’t necessarily know they needed or wanted them. It’s a powerful thing.
Once this “demand” has been created, consumers will either call or visit your business directly, or they’ll search for you online or visit your website.