As you all know I am a big believer in the value and effectiveness of direct mail as a marketing tool and to this end I have reproduced and edited an article that recently appeared in ‘print power’ that supports the value of Direct Mail.
An interesting statistic before we start is than an IPSOS US study in 2013 showed that 67% of people’s online searches are driven by printed marketing. Staggering statistics.
Direct Mail remains one of the world’s most effective marketing channels – and here are seven reasons why:
The Mail Moment
By getting direct mail into an individual’s home gives you (and your message) more time.
People like ‘touchy feely’ so using your customer’s senses you can stimulate and entertain.
Digital technology makes personalisation much easier and we know that all marketing works that much better when it’s personal / tailor-made.
Makes people act
Direct mail is the most likely form of communication to get a response from customers and its effect can be easily measured.
A Royal Mail report highlighted the effectiveness of direct mail with some 48% of UK adults having done something in the last 12 months as a result of a mailing and 30% having bought something!
Because direct mail is so flexible/versatile it encourages creating in the mailing piece – with different sizes, shapes, formats and colours used to create something recipients will remember.
A study by Brand Science in 2012 showed that by adding direct mail to an integrated marketing campaign can raise the effectiveness of that campaign by up to 62%!
Direct Mail is not the only tool in the marketing tool box but it certainly should be one of your tools and it is particularly effective when you want to send a communication to a customer that they need time to consider.