I saw a marquee sign the other day that made me laugh: Respect your parents. They passed school without Google. We’ve all become so accustomed to scrolling, clicking or asking Alexa for the info we need, that it’s hard to imagine life without modern technology.
Thus, the appeal of direct mail: It’s a refreshing change from everyday digital connectivity; an offline marketing channel that reaches us where we live and work.
While USPS mail volume has slowed over the past decade, the number of direct mail pieces sent has increased—along with response rates. The DMA reports that customer response rates to direct mail increased year-over-year by 43% and prospect response rates more than doubled—a 190% increase.
Direct mail response rate to house files is 9% (compared to 1% email, 1% paid search, .3% online display, 1% social media). This is nearly double the previous direct mail response rate of 5.1%. (ANA | DMA Response Rate Report, 2018)
The appeal of direct mail is even backed by science: Studies show that people value something they can see and touch 24% more highly than something they can only see. And if that’s not enough to persuade you, here are some other compelling reasons to incorporate direct mail in your marketing mix:
It’s customizable. Direct mail has moved beyond a basic postcard format; we’re now using a variety of sizes and substrates to help brands stand out among competitors. At 11%, oversized envelopes have the greatest response to house files over other mediums (followed by postcards at 12% and letter-sized envelopes at 10%). (ANA | DMA Response Rate Report, 2018)
At Shamrock, we’ve had a lot of success incorporating a host of different direct mail pieces in one integrated campaign, including postcards, personalized gift boxes and personalized letters.
It’s personal. We know that personalized messages have greater impact over generic pitches: Nearly 80% of consumers are more likely to do business with a company that offers personalized experiences (ANA | DMA Response Rate Report, 2018). So, if you’re using an account-based marketing strategy, direct mail can be an especially powerful channel: By doing your research and then customizing and personalizing your direct mail messaging, you’ll make a stronger connection with your target audience.
It gets people’s attention. Studies show that, on average, we receive 107 emails and encounter 63 display ads every day. By contrast, we receive only two pieces of mail a day. Using direct mail, your message has a lot less competition and is more likely to be read.
It has staying power. Because direct mail is tangible, it has the potential to stick around in your target’s home or office…a coupon, new service/product announcement, special event: Use timely information and a strong CTA to connect with your potential customer and incite action.
It’s part of a smart multi-channel strategy. When used in conjunction with digital touches, direct mail increases your brand awareness: Mail paired with digital advertising is proven to produce 28% higher conversion rates (CompuMail 2017).
If you’re interested in talking about how direct mail marketing can be used for your brand development, connect with me at firstname.lastname@example.org.