MAIL

Direct mail is the most likely form of communication to get a response from a customer.  In fact, response rates can reach as high as 83% of all mail opened. Furthermore, direct mail integrates well with other media such as social networks:

  • 81% of social network users like receiving special offers in the mail

  • 61% of these users pay attention to mail offering new services or better offers

  • 68% of these users like receiving samples in the mail

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ADVANTAGES OF TELEVISION ADVERTISING

  • Excellent Response Medium, Especially When Personalized for The Recipient – Personalized color direct mail was found to typically generate a 6.5 percent response rate—which is over three times higher than the usual 2.0 percent response rate that occurs as the result of non-personalized direct mail.

  • 9 out of 10 People Open Direct Mail –  Compare to email open rates range from 14.05% – 28.8%.

  • Direct Mail Makes People Act – Direct mail is the most likely form of communication to get a response from a customer. Response rates range between 54-83% of all mail opened, depending on the relationship with the sender.

  • Direct Mail Is Memorable – 80% of respondents said that they can remember seeing or reading advertising mail sent to them in the last 4 weeks.

  • Direct Mail Is Trusted – Between 7 and 8 out of 10 people think print is twice as trustworthy as its closest rival- email- as well as providing better personalisation and content than any other medium.

  • Direct Mail Increases ROI – Royal Mail research found that when mail was included in the marketing mix, the total communications ROI increased by 12%.

  • People Prefer Receiving Information Via Paper – The reason people still prefer to read on paper is that we remember better what we read in a real book than on tablet. For more on this, see the Print page

  • Customers Love to Get Mail – 54 percent of customers like getting mail from the brands they like.

  • Direct Mail + Data = Highly Personalized Data Driven Marketing… And Great Results – One of the amazing benefits of direct mail is that combined with a smart data usage you’re given the chance to exploit prospects you might otherwise not get to reach.

    Today, savvy business owners are abandoning the “send mail to everyone” strategy.

    When you have a good grasp of your customer demographics, direct mail can deliver excellent results and saves you money.

    By mapping your campaigns geographically and deploying them accordingly, you can personalize and customize to an incredibly specific degree.

    This enables you to tailor your creative to specific environment conditions (e.g. weather, city vs rural), tweak offers to incomes, or even go to the household level and base your direct marketing campaign on previous purchasing history or position in the buying cycle.

    Whatever works for your business, direct mail marketing lets you leverage data for targeted, specific campaigns.

  • Mail Is a Key Part of the Multichannel Experience – The shift to cross-channel marketing has created united advertising campaigns that work together. Studies show that:

    • Brand recall is 40% higher if you follow an email with a direct mail follow up

    • Response rate is 26% higher if you follow a digital display ad with a direct mail follow up.

  • Direct Mail Is Easier to Process – At a cognitive level, one of the major benefits of direct mail is that it’s a LOT easier to assimilate. In fact, a study found that direct mail requires 21% less cognitive focus to take in than digital ads. As a result, with direct mail:

    • Your brand and your call to action are 21% more effective

    • You improve your ad impact by 21% 

    • You can send messages that are 21% more complex, and your customers will still get it! This gives you greater messaging flexibility.

  • Creative Delivery Grabs Attention – Direct mail marketing can bring out the creative genius in you. For example, some companies make a big impact by sending actual products through the mail. Others make statement with an amazing 3D mailers.

  • Customers MUST Look At It – In order to clean it out, customers must look at the contents of their mailbox before discarding. No spam filters. No knee jerk “deletions.” Every piece of mail is scanned for important information.
    Simple Analytics – The results of direct mail can be measured without complicated analytics. To track the success of a direct mail campaign, one need only count the number of inquiries made or coupons redeemed from a given mail piece.