Direct Mail Strategy

Going into 2018 the DMA stated the following in their Statistical Fact Book. “For those of you who are already on the direct mail bandwagon – because you really should be in this day and age – here’s what you should know about 2018: It’s going to be irresistibly amazing!” This prediction has certainly proven to be the case. 1) Better Response Than Other Channels The 2018 ANA/DMA Response Rate book defined direct mail as having the best response rate among all other marketing channels. Direct mail crushes the other channels with a 9% response rate for house lists and a 5% rate for prospect lists. Combined, the other channels only manage 3.3% across both house and prospect lists. With email and social media marketing on the rise, consumers have become exposed to hundreds of advertisements on a daily basis, some more intrusive than others. In doing so, consumers have become numb to digital media advertising and have even taken measures to remove the ads from their reach. Coincidentally, even as email continues to be the most used tool for advertising, it is hardly the most effective with a 1% response rate by prospect list (a 0.8% increase from 2017). 2) Effective Targeting Direct mail, when implemented properly into a marketing campaign, has the ability to target very specific demographics. When you tailor your campaign to appeal to your ideal audience, you increase the potential for response by cutting out the customers who are less likely to respond to your marketing efforts. 3) More Trusted By Consumers There’s something about a tangible piece of collateral that tells consumers that you’re trustworthy. Consumers are more likely to trust your business if you send them a physical piece of mail rather than send digital communication. 4) It’s More Persuasive Direct mail has a similar effect over consumers in persuasion as it does trustworthiness. Sensory stimulation is a proven tactic in retail; a consumer’s likelihood to purchase is in fact correlated with the number of items they touch. 5) Direct Mail Is More Memorable When you receive a direct mail piece, it touches more of your senses than digital marketing does. When you allow consumers to touch, see, and smell your direct mail piece, they’re more likely to remember your business. Direct mail, when saved, also serves as a constant reminder more so than digital channels. 6) Creative Options Allows For Unique Engagement Direct mail can create a better response by engaging with consumers in a more memorable way. Use custom folds and die-cuts to create an interactive piece that is a more engaging experience for customers. 7) Able To Reach All Demographic Groups If there’s a demographic group that is part of your ideal audience, direct mail can target it. Our team can segment your mailing list with many demographic and geographic filters including age, housing, financial interests, hobbies, geography, and more. of survey respondents plan to maintain or increase usage of direct mail in the next 12 months. 0 % Direct Mail Response Rate Continued From Blog