The preliminary results from the United States Postal Service’s recently conducted “Future of the Mail” survey of 1,500 businesses signalled optimism about the future of mail. Among other findings, 69% of large business customers are engaged in direct mail activities.
Three in ten businesses indicated they plan to spend more in the future on mail, not less; this number was even higher among large businesses. Across businesses of all sizes, the primary objectives for increasing direct mail are to acquire and/or retain more customers.[1]
Even in a digital world, there’s something direct mail can do that you’ll never be able to accomplish digitally.[2]It can be addressed and unaddressed and still be targeted. With an enhanced database you can set up customer profiles and keep up with their growing relationship with you.
Below are some of the biggest reasons why Direct Mail produces results.
Direct Mail loves e-commerce. It has the following direct effect on customers:
Consumers don’t just open the mail and read, they interact with it too. Offering multiple devices and ways for a consumer to get in touch with you such as QR Codes, PURL’s and Augmented Reality is a great way to ensure a response. They can select the option they feel most comfortable with.
- 92% were driven to online or digital activity
- 87% reported to make online purchases
- 86% connected with businesses
- 54% engaged with social media
- 43% downloaded something
Millennials are receptive to Direct Mail
Millennials are concerned about their experience with your company. They want quality service and a great experience. So how does this translate to direct mail? Finding a way to create an experience with direct mail will be critical when marketing to this generation.
Many marketers have turned their attention to millennials. Millennials are those born between 1982 and 1994 and are quickly taking over as consumers.[3]
Why is it still such an effective marketing medium?
We are all still sensitive to touch:
- Tangible materials leave a deeper footprint in the brain
- Physical material involves more emotional processing, which is important for memory and brand associations
- Physical materials produced more brain responses connected with internal feelings, suggesting greater ‘internalization’ of the ads
- Greater emotional processing is facilitated by the physical material than by the virtual: It is better at becoming part of memory – generates more emotion that translates into more positive brand associations[4]
The goal with Direct Mail these days is to provide your customers with an enhanced marketing experience that they can’t get with digital channels alone. Think outside the box and consider the sense of touch when creating a strategy behind your direct mail pieces. Create an experience your customers will share with everyone they know.[5]
Contact IDATA to learn how we can assist you in profiling and enhancing your data to improve your Return on Investment in Direct Mail.
[1]http://www.accessworldwide.net/2016/02/09/optimistic-future-of-mail/
[2]http://www.accessworldwide.net/2016/05/17/the-secret-weapon-of-direct-mail/
[3]http://www.accessworldwide.net/2016/05/10/5-tips-to-use-when-marketing-to-millennials/
[4]http://www.accessworldwide.net/2015/11/03/paper-vs-digital-which-medium-triggers-the-sale/
[5]http://www.accessworldwide.net/2016/05/17/the-secret-weapon-of-direct-mail/