Direct mail marketing enjoys renaissance

Arrows in a bullseye on a mailbag. © Can Stock Photo Inc. / tashatuvangoDo you think direct mail marketing is a dinosaur in the age of digital media? If it was, why would online giants Google and Apple routinely send out direct mail solicitations? Laurie Beasley, founder and president of Beasley Direct Marketing, Inc., argues that “direct mail is going through a renaissance.”

Beasley’s contention is backed by the numbers. According to the Direct Marketing Association (DMA), 79 percent of respondents to its survey used direct mail campaigns, comparable to the 83 percent who used email campaigns.

DMA also contends that 65 percent of consumers of all ages have made a purchase as a result of direct mail. That includes Millennials. I know when I bring in the mail, my Millennial daughters are right there to see if anything is addressed to them.

Direct mail also has a higher rate of return than social media or email. In 2012, Direct Mail News reported the average response rates to direct mail were 4.4 percent, while those from email solicitations were 0.12 percent.

Here are other reasons to consider direct mail as part of your marketing package:

  • A $167 expenditure per person on direct mail results in an average of $2,095 of sold goods, or an ROI (return on investment) of a whopping 1,300 percent.
  • Direct mail has a longer shelf life than email.
  • Research shows that print media leaves a greater impression than electronic media.
  • Postcards have the highest read or scan rate of direct mail pieces, according to the U.S. Postal Service.

Direct mail has also taken advantage of new technology, allowing it to be more reactive and creative than in days of old. Beasley offers an example:

“American Signature Furniture once conducted a test, sending a self-mailer to people who visited a showroom but did not buy. The mailer included the customers’ names and the name and contact information for the sales rep who served them, as well as the date and time of the visit. Photos displayed the styles they considered during their visit to the store.

“Results were impressive. People who receive the mailer and return to purchase spend about 40 percent more than those who did not receive the mailer. The reminder also boosted return visits to the store by 10 percent.
So don’t take a meteor to your direct mail campaign. It hasn’t gone extinct and probably never will.

Contact us to help you design and implement your direct mail campaign.


Tom Pfeifer is the managing partner and chief strategist for Consistent Voice Communications. Reach him at Tom@YourConsistentVoice.com.

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One response to this post.

  1. […] month, we talked about direct mail enjoying a renaissance. It remains the best medium for cold-call outreach. Email, however, is the […]

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