An oldie but a goodie, direct mail is still one of the top and most reliable advertising mediums to get your message in front of the consumer.
In today’s world many consumers have numerous email addresses and mobile devices — BUT ONLY ONE PHYSICAL ADDRESS. Not only do they receive mail at that address, but that addresses matches a whole skew of data points.
Isn’t Snail Mail Dead?
You may think that mail is dead, but consider this: There are multiple instruments available with which to reach a consumer, and in a way, you are competing with each of these advertising mediums in order to get your message across. Consumers have multiple radios stations to listen to, hundreds of TV channels to view, multiple email accounts, and a large number of websites to visit where the consumer is inundated with ads. However, 99% of consumers have only 1 mailbox. Direct mail is the best way to ensure that your message is reaching your consumer.
You may think that millennials aren’t responding to mail, but the data says otherwise. According to the United States Postal Service (USPS):
- 90% of millennials think direct mail advertising is reliable
- 87% of millennials like receiving direct mail
- 57% of millennials have made purchases based on direct mail offers
You are missing out on sales if you are not adding direct mail to your marketing mix.
But launching a successful direct mail campaign requires planning, consistency, and expertise. Just because you’re spending money on direct mail doesn’t mean that your campaign is working!
Before you implement your next campaign, read these proven, easy-to-implement strategies for generating 2, 3, 4, or even 10 times more leads, responses, and sales from your direct mail.
Developing Your Mailing List
The most significant component of any direct mail campaign is the mailing list. Experts say that the quality of your mailing list represents at least 40% of any direct mail campaign’s success. So if you’re sending to the wrong prospects or an outdated or inaccurate list, the chances are good that your campaign won’t be a success. You have to reach prospects who are both right and qualified for your products and services.
Getting Your Mail Opened
44% of direct mail is thrown away unopened, which means that it fails to convince the recipient to open it. If you can’t get prospects to open your mail, then you won’t even have the chance to convince them to call you or to buy your service or product.
Yes, Millennials Read Mail
Still not convinced? According to the USPS, millennials aren’t just glued to their screens; in fact, 84% of millennials take the time to look through their mail and 64% would rather scan for useful information in their mail than email. Even more interesting is the fact that the millennial generation is less likely to discard their mail without reading it. The data doesn’t lie.
- 87% of millennials like receiving direct mail.
- 77% of millennials pay attention to direct mail advertising.
- 90% of millennials think direct mail advertising is reliable.
- 57% have made purchases based on direct mail offers.
Why Print Works
Consumers process information differently online than they do in print. According to a study by USPS and the Center for Neural Decision Making at Temple University:
- Participants processed digital ad content more quickly than print.
- They spent more time with physical ads.
- Physical ads triggered activity in a part of the brain that corresponds with value and desirability.
- Participants had a stronger emotional response to physical ads and remembered them better.
In another study done by Canada Post, results were similar, with 70% higher recall rates for participants exposed to direct mail advertising than digital ads. With those results, it’s obvious that direct mail is an effective marketing strategy even in 2017.