Say what you want about the future of print, but when you see the statistics, there’s no denying the ongoing effectiveness of direct mail.
Part of it has to do with the sheer amount of marketing messages we’re exposed to these days. According to the US Postal Service, the average American household gets roughly 16 pieces of direct mail weekly. Now compare that with the 100+ emails we get in that same time period.
It’s no wonder there’s a certain satisfaction in the tangible experience of going to the mailbox. If nothing else, it’s far more manageable.
Other statistics support the popularity of real mail: 70% of direct mail is opened, and 79% of it is read for at least a minute. MarketingProfs shared some equally compelling data. Did you know that 13.8 billion letters are sent annually, of which over 12 million a day are direct mail? Compare this to the 74 trillion emails that are sent annually. What’s more significant? The average lifespan of a piece of direct mail is 17 days. The average lifespan of an email is…wait for it… 2 seconds.
In the same article, they report that direct mail is more memorable than digital ads. A full 75% of people can recall a brand name from a direct mail piece, while only 44% can recall the brand from a digital ad.
Paper invites us to linger. It encourages engagement in ways that digital messaging cannot. In a groundbreaking 2015 study called “A Bias for Action: The Neuroscience Behind the Response-Driving Power of Direct Mail,” the Canada Post Corporation partnered with a leading neuromarketing research firm in an effort to quantify the relative effectiveness of direct mail and digital advertising media.
Among their conclusions, they found that “direct mail is more effective at driving consumer action than digital advertising.” It is easier to understand, and it is far more persuasive. Additionally, a piece of direct mail is visually processed quicker than a piece of digital advertising.
While the data strongly suggests that marketers will get better results with their direct mail efforts, this doesn’t mean that “any” type of direct mail campaign will do. In a 2015 InfoTrends study, 71% of consumers said that the print/paper quality impacts their decision to open and read a piece of direct mail. Your mail piece has to be inherently interesting in order to get attention. Find ways to persuade recipients to linger even longer with your direct mail pieces. Consider the different ways to enhance your campaigns:
– Upgrade the paper (quality makes a big difference).
– Use plenty of visuals.
– Use unusual shapes and heft. Think oversized pieces as well as dimensional mail.
– Make your direct mail interactive. Add a web element or a QR code. Incorporate a pURL.
– Integrate your mail campaign with other digital messaging.
– Above all else, make it relevant to the person. Use your data strategically to design a direct mail piece that relates to each person on your list.
By virtue of the fact that they’re tangible, direct mail campaigns are active, while digital campaigns are passive. Make sure your campaign captures attention and fully engages your audience. Take advantage of the power of direct mail and contact us today.