We’ve all spent the past nine months adapting to a more digital way of life. Whether that’s been working from home, Zoom calling friends, shopping online – or likely all three – we’ve all been in the same boat.
So, for many businesses, estate agents included, digital marketing was the most obvious way to reach customers.
Social media, email marketing, retargeting, SEO, PPC – that’s where many of us initially allocated what remained of our marketing budget this time last year.
But as the saying goes, it is possible to have too much of a good thing. And this, in part, has contributed to the increasing effectiveness of direct mail.
We’re inundated with digital marketing
As digital marketing has accelerated, competition for attention online has never been higher.
We’re faced with an excessive amount of digital ads, day in, day out, which usually interrupt us at inconvenient times. We often switch off to ads as we scroll through social media or delete an email without even opening it.
But if you want to inspire action and generate new leads, you need to get noticed. And when direct mail arrives through your letterbox, that’s much harder to ignore.
With too many messages from computers and phones described as ‘invasive and stressful’, Royal Mail found that 44% of people looked forward to receiving mail during lockdown.
That said, direct mail is increasingly being seen as a welcome alternative to the constant bombardment of digital…