Direct mail marketing is in a time of transition and opportunity.
The internet has impacted the way consumers gather information and as a result how marketers approach connecting with them. Many companies have adopted aggressive web strategies using their websites as a foundation for blogging, video, information posts, surveys, and interactive promotions.
Coupling that activity with consumers using email, Skype, texting, and other communication tools/programs, it is no wonder why the volume of mail has decreased.
The New Direct Mail Normal
There is a decrease in mail volume in the mail in general. This includes personal mail, catalogs, and other business correspondence and promotions. The result is the opportunity for your message to be read and responded to increases.
Why would that be given the advance of technology? It’s because people enjoy getting mail. In fact, the value of mail to the consumer rises as the volume of mail decreases. Direct mail marketing can have a greater effect because mail is appreciated more.
Direct Mail Marketing Story Gets Better & Better
Young adults read Direct Mail immediately.
Direct mail really does reach your audience. Recent studies have shown direct mail is a proactive medium people accept (if not look forward to receiving). Consider the following:
Direct Mail Breaks Through With Your Message:
- 81% of recipients read or scan heir mail daily (2010 USPS® Household Diary Study)
- 79% of consumers find reading mail more convenient than going online(ICOM, August 2010)
Direct Mail Gets Read:
- 42% of 25 – 34 year olds said they read mail immediately and find it useful(2010 USPS® Household Diary Study)
Direct Mail Drives Response:
- 58% of households with incomes over $65K purchased from Direct Mail in 2009(2010 USPS® Household Diary Study)
Direct Mail Marketing Helps Strengthen Integrated Marketing Campaigns
Affluent household purchase from Direct Mail-Mail Muscle-Madison WI.
Direct Mail also provides a positive impact to an integrated marketing campaign. Because Direct Mail gets directly into the homes and hands of the campaign’s target, Direct Mail creates a hard-to-match one-to-one connection. Broad-based media channels such as television and radio cannot do it. Direct Mail also lets you incorporate coupons, reply cards, mobile barcodes/QR Codes®, URLs, and other response mechanisms –making Direct Mail a workhorse for generating leads, traffic, and sales while your other media help drive interest and awareness.
In fact, according to The Little Book of Bigger Returns (Royal Mail Group Ltd. 2011), Direct Mail Marketing:
- Boosted ROI by 20% when it was part of an integrated campaign.
- Helped improve the lift of local ads by 44% and online campaigns by 62%.
Direct Mail Marketing Case Studies
We have had many success stories with our diverse customer base and expect to do more. A great recent example of the power of direct mail marketing integrated with other marketing mediums is a recent promotion done by the United States Postal Service.
To address the low market share in the shipping portion of their business, USPS developed an integrated marketing campaign to promote a service. Despite being in the midst of a down economy, the campaign:
- Increased sales volume by 53%1.
- Created a 46% product revenue increase1.
- Exceeded response goals by 54%2.
“One of the biggest contributors to the campaign’s success: Direct Mail. In fact, as part of an integrated campaign focused on generating a response, mail outperformed all other marketing channels combined.”
Direct Mail Bottom Line
With the USPS program, Direct Mail delivered one of the lowest costs-per-lead4, resulting in an ROI of 107%5. The results are as follows:
- E-mail $1
- Direct Mail $11 (includes postage)
- Search $34
- TV $40
- Print $54
- DRTV $140
- Online (paid search) $244
For information about Direct Mail Marketing call Mail Muscle at 844-538-7774 and we’ll share the success stories of our clients in Madison WI and throughout the United States.
To download a fact book of Direct Mail Marketing from the USPS, Click Here.