Direct Mail (Still) Resonates and Produces Results with Today’s Consumer
Do you dread going to your mailbox? Do you count the minutes (or seconds) till your next email? Despite the myths that have formed around our relationship to mail in the quarter-century since email became the norm – email is inexpensive and simple; snail mail is slow and only delivers bad news – that relationship is not so simple.
Today, if you’re still asking, “Should I focus on direct mail or email?” you’re asking the wrong question (sorry). There are good reasons that email is a complement to – not in competition with – direct mail, and why print is anything but dead.
Direct Mail Is Personal
Contrary to popular mantras about “junk” mail – the postcards addressed to “Resident” that clutter mailboxes and email inboxes alike – the best direct mail is highly personalized. People may indeed pass right over “junk” mail – but they still love receiving something they can hold in their hand that is clearly intended just for them. Direct mail strategies leverage data to accomplish that through targeting, response, understanding preferences, and generating personalized offers and messaging.
Direct Mail Creates a Tactile Connection to Your Brand
Design elements such as color, imagery, type, size, and texture as well as the intangible effect of physically putting something in consumers’ hands makes a strong and indelible impression. In addition to having its own impact, direct mail forms a real foundation for all your digital marketing that strengthens brand awareness.
With Direct Mail, You Can Go Big
The tangibility of direct mail means you can play with size in ways that can have a huge impact on results. For example: Oversize envelopes garner the highest direct-mail response rates – 6.6 percent, compared with 5.7 percent for postcards and 4.3 percent for letter-size envelopes. Bigger still: Oversize envelopes bring the highest ROI of other options (37 percent versus 29 percent).
Direct Mail Gets Read
It’s natural to wonder if direct mail makes a real impact. Will your postcard languish at the bottom of a neglected mailbox? Get transferred immediately to a recycling bin without a glance? For reassurance, consider these stats from the experts on snail mail, the US Postal Service:
- 79 percent of consumers find looking at their mail more convenient that opening their email
- 42 percent of 25- to 34-year-olds read their mail immediately
- 58 percent of households with incomes over $65,000 bought items based on direct mail marketing
Direct Mail Produces Results
When designed, targeted, and executed intelligently, a postcard in the mailbox has been known to boost the ROI of marketing campaigns by 20 percent, improve the lift of local ads by 44 percent, and increase response from online campaigns by more than 60 percent.
As you can see, direct mail provides that personalized approach that recipients appreciate and remember. As experts in the direct mail space for over 25 years, Strata can help you determine what the best approach to get started is in order to meet your marketing objectives.
Contact us for a free consultation.
As the Marketing Manager at Strata, Ally conceptualizes and builds compelling multi-channel marketing campaigns to support strategic objectives and business goals. Her previous work at both small and Fortune 500 companies has led to numerous awards and recognition for her marketing expertise. She excels at leading projects from idea through execution, developing content that increases engagement, and analyzing key performance metrics. When not at Strata, you can find Ally frequenting sushi restaurants, watching animal rescue videos, or volunteering for her favorite local nonprofit.