Digital fatigue is real.
Attention spans are shrinking in the face of an overflowing inbox. Endless scrolling on TikTok and Instagram, and fleeting banner ads leave little room for your message to truly resonate. University of California notes that in 1970s people were exposed to 500 ads per day. Today the number is at roughly 5,000 ads per day!
So what can you do to make sure YOUR advertising has the highest chance to be seen?
Video mailer is here to save the day.
Video mailers combine the tangibility of traditional direct mail with the captivating power of video content. This dynamic duo creates a unique marketing experience that gets the views in a medium that does not fight with pop-up ads, a video of your competition, and other distractions taking away your clients’ attention. Unlike emails that get buried or online ads that get ignored, video mailers land with a satisfying thud on a potential customer’s doorstep, demanding to be opened.
In the 1970s, people were exposed to 500 ads per day. Today, the number is roughly 5,000!
But the magic of video mailers goes beyond the initial surprise. Once opened, a video unfolds, showcasing your product, service, or message in a way that static brochures simply can’t. This experience engages viewers on a deeper level and leaves brand awareness after the mailbox door closes.
In 2024, direct mail is experiencing a sort of renaissance.
The online advertising landscape is evolving. Google’s third-party cookie is slowly disappearing, and Apple’s App Tracking Transparency makes targeting difficult. The cost of online advertising is up, and customers’ attention to digital ads is down. Add to this mix stricter privacy regulations, and you can see why the past online advertising results are… the past.
For a while, the person’s physical mailbox was seen as the less valuable cousin of the email inbox, but that has started to change. Results from a direct mail campaign can generate higher quality leads than digital campaigns.
So, clearly, the combination of digital content with direct mail seems like the perfect formula for success. Video mailers have existed for several years, but many customers have never seen one. The custom-printed brochure with the often personalized video creates an impact other channels can’t achieve.
Here’s why video mailers are poised to dominate the marketing landscape in 2024 and beyond:
Hits the senses on several levels
A video mailer is a physical device. It does not disappear like when a web page is closed or when you pass a billboard. Unlike digital ads that disappear, these video-enabled mailers command attention when delivered and opened to play your impactful video content.
Unboxing Experience
Packaged as an intriguing box or mailer, video mailers tap into the psychology of unboxing, prompting recipients to satisfy their curiosity about what’s inside. This interaction increases brand recall far beyond flat direct mail pieces.
Call them by their name
Personalization is the latest advertising trend, and video mailers offer exactly that. A client can upload a video introducing themselves, their product, their new building, their new services, etc., directly addressing John, Jennifer, Adam, or Laura. With the latest AI craze, generating personalized videos has become considerably easier, so your CEO does not have to record 1000 short video intros.
Drive online engagement
Video direct mail does not have to stay offline. Many customers use QR codes to bridge the offline world, redirecting the gained attention back to online campaigns. The inclusion of QR codes became a standard practice. In the age of AI, QR codes can quite nicely complement the design aspect of video brochures.
But QR codes are not the only option we can use. An NFC tag embedded into the brochure can also redirect traffic to a webpage or a form.
Get credible
Traditionally, video brochures deliver not only video content but also credibility. If YOUR business can send such a piece of technology, you must do something right. The impressive nature of video brochures and their perceived value assume your business is the leader in a field. Customers also feel impressed that THEY are the ones receiving an advertising piece that not everyone gets.
VIP Experience
Limited production runs for video mailers create an exclusive feeling for recipients, making them feel valued as part of a select targeted audience.
Track delivery
Video direct mail is usually sent via USPS Ground Advantage mail. Each piece gets a tracking number, so you can find out when it is delivered. Subsequent emails or phone calls can enhance the campaign’s effectiveness.
Video mailers offer a unique opportunity to combine the best of both worlds: the targeted reach of direct mail with the engaging power of video. In 2024, as consumers crave more authentic and interactive marketing experiences, video mailers are a strategic weapon for businesses looking to get visibility and connect with their target audience in a new, modern way.
