Direct Mail: Why It’s Still RelevantAugust 28, 2019
Nothing feels more archaic in the post-digital era than direct mail. But you’d be doing your ecommerce business a huge disservice if you counted it out.
The Data & Marketing Association found that customer response rates for direct mail has increased 43% year-over-year. This might come as a surprise considering actual mail volume has steady declined since 2006. Apparently, fewer pieces of mail in the postal system means that less competition is seen in customer’s mailboxes.
And the generation most receptive to direct mail marketing? Millennials.
According to a report from the United States Postal Service (USPS), 47% of millennials check their physical mailbox daily. They also spend almost twice as much time sorting and reading their mail compared to other age groups.
So if you’ve been scaling down your direct mail efforts, perhaps it’s time to ramp them up again. Here are three reasons why:
Direct Mail Is Flexible
Small budget? Try using postcards to keep costs down. Small companies can also include free samples. According to the Sampling Effectiveness Advisors, most consumers say they are more likely to buy a product after trying it. Coupons are also an effective way to recruit new customers. Overall, direct mail works for companies of all sizes and all budgets.
Direct Mail Feels Individualized
According to the USPS, as many as 55% of people are eager to read their mail. Seeing their name on a parcel only enhances the experience, which ultimately leads to more sales. If you’re going the direct mail route, we highly recommend personalizing your parcels.
Direct Mail Is (Perceived as) Trustworthy
According to the USPS, 82% of millennials view messages printed on paper as more trustworthy than digital ones. In fact, it’s believed consumers trust direct mail over email because of the unique way that paper-based advertising connects with the parts of the brain that influence how people feel and remember things. For example, a study by Canada Post found that direct mail marketing “requires 21% less cognitive effort to process” and “elicits a much higher brand recall” compared to digital media.
Another reason why you should use direct mail? Consider this: 50% of all email sent on a given day are spam. With consumers’ digital inboxes flooded with junk, a physical message feels like a welcome reprieve.
So while it may be tempting to focus your efforts entirely on online marketing, don’t neglect direct mail; it has earned a place at the omnichannel marketing table. Not sure where to start? Follow these direct marketing tips to maximize your return on investment.