With the rise of digital media over the past two decades, marketers have increasingly turned to the power of digital communication to reach wider audiences. It makes sense: Consumers are more connected than ever, spending over five hours a day on smartphones according to research provided by Hubspot. Tech times reported that nearly half of Americans check their phones before they even get out of bed. As a result, consumers have experienced a surge in digital marketing.
This explosion in digital marketing, however, has caused a correlated increase in digital overwhelm. Nearly three-quarters of consumers say they feel overwhelmed by email advertising according to a study by Edison, and over one-quarter report using ad-blocking software to augment their digital experience, according to Statista.
With an increased aversion to digital advertising, marketers find themselves in fierce competition for attention, trying to serve an increasingly weary (and wary) audience. Rising above the noise is becoming more difficult. In response to this, an increasing number of marketers are sending their message where it can be clearly received—namely, to the mailbox.