Speedeon Data Blog

Direct Mail is a Smart Choice for Smart Home Marketers

Posted by Danielle Capriato on Feb 26, 2019 11:57:49 AM


Americans have been enamored with the concept of smart homes for decades—at the very least since the early 1960s when George Jetson and his family first jetpacked their way onto Primetime television.

When you think about it, we aren’t that far from the life The Jetsons foretold. We have robotic vacuums and video phones. Amazon’s Alexa, Google Home, and even Apple’s Siri help us accomplish tasks around the house in the spirit of the Jetsons’ robotic maid Rosie.

Most of these smart devices are part of our daily lives, and consumers will continue to adopt additional home automation technology at a rapid pace as research shows the smart home industry will rise to a $21.6 billion industry by 2020.

But how do home automation companies capitalize on this enormous potential for growth? How can marketers maximize Return on Marketing Investment to capture this business?

The digital marketing landscape has become increasingly saturated as brands compete across channels for consumers’ attention, making your job as a marketer harder than ever.

However, research shows that direct mail is a highly effective communications channel that can lower CPA if done correctly—response rates to direct mail outperform digital by over 600%1. Furthermore, 79% of consumers will act on direct mail immediately1.

Now may be the time for smart home marketers to consider bringing direct mail marketing into your strategic marketing plan.

Not convinced? Here are three reasons you should consider this tactic now.

  1. Direct Mail Marketing is Personal

In the age of inbox overload, consumers are itching for that personal touch. In fact, more than 70% of American consumers consider direct mail to be more personal than email1.

Price remains a top inhibiter of home automation adoption, making it critical for a smart home marketer to produce compelling product messaging that truly connects with your audience. Earning your audience’s trust is a great way to overcome cost objections--and 76% of consumers trust direct mail when it comes to purchasing decisions

The more you know about your customers and what motivates them to buy, the better you will be able to personalize your direct mail piece to a prospect audience.

  1. Direct Mail increases brand and product awareness

While research shows the home automation industry is growing, the industry still faces limited consumer demand as companies must prove the need for consumers to use smart devices rather than their traditional, non-automated counterparts. Smart device makers have to not only compete for attention in their verticals, but also among comparable non-connected devices.

When brands rely on social media or email marketing alone, consumers may be more distracted when presented with your brand’s message. Without any competing links to click or emails to check, a consumer is more likely to give your direct mail piece their undivided attention.

Furthermore, it is easier to process and understand direct mail compared to digital advertisements, and direct mail creates a significantly higher brand recall. Because of the way that our brains process tangible mail and how much better we are able to remember it, it’s one of the most effective ways of increasing brand awareness.

  1. Direct Mail Delivers When Integrated Into an Omnichannel Strategy

Great marketing strategies often use a variety of tactics across multiple channels. And why not? The results speak for themselves: When you reach a potential customer on multiple channels they are three times more likely to respond.

Furthermore, combining direct mail with savvy digital-marketing techniques increases the personability of the message you’re sending.

Given the long replacement cycles of appliances, it is critical for smart device marketers to provide messaging to in-market consumers on the added value their products can bring to consumers’ everyday lives—and to deliver these messages early and often. Being able to engage these consumers across a variety of touchpoints with a cohesive message will be an effective way to deliver this information in a way that will stick with your target audience.

Direct mail holds consumer attention longer, generates stronger emotions than digital advertising, and has a big impact on consumer purchase decisions. It is an impactful anchor channel to an omnichannel strategy.

For more information on the impact direct mail can have on a variety of marketing campaigns, view our infographic here.

1 DMA Fact Book

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