Video Transcript:
It’s not enough to target the right audience with the right creative and offer if the message doesn’t get delivered.
Deliverability refers to conveying or serving up something to the proper recipient. And it’s not enough to just deliver something if it’s not being seen. So we have to consider viewability along with deliverability.
A lot can go wrong when delivering a message to a consumer. Emails may be mis-spelled, sent to a junk folder or marked as spam. Display ads may be served below the fold, meaning you have to scroll to see them and consumers are not likely to do that.
Social ads can be hidden with a single click or not even delivered if your budget isn’t large enough. Direct mail is the most reliable option, especially when using first class postage. Deliverability with the USPS has undergone a serious makeover in recent years allowing it to compete with the immediacy of digital mail. In addition to first class mail being delivered within 2-4 days, informed delivery allows consumers to preview and interact with their incoming mail even sooner than that! And it’s free!
With these advantages, it’s no wonder consumers prefer being contacted by brands via direct mail!