RetailWire found that direct mail stays in the home for an average of 17 days (in which it could reach other household members, thus increasing its household reach) compared to just 2 seconds for email. This could be linked with the much longer shelf-life and house-hold reach direct mail has compared to email.
Research conducted by the Direct Marketing Association (DMA) found that direct mail generates a 4.4% response rate compared to average email response rate of 0.12%. Higher Response Rates – Direct mail has better response rates than other digital formats.Create a more memorable experience and put your company on their radar. Not only will this get the customer’s attention, but it creates an exclusive element that will make them feel special. Use your customer database and add personal touches to your direct mailers such as customer first names, birthdays and past order history. Personalisation – Direct mail allows you to get personal.If you have the consumer data, use it! Literally, get your company and message in front of the right people. Highly Targeted – Direct mail is a great way to send out highly targeted marketing to your consumer group.Direct mail can be effective, particularly when you optimise your direct mail’s response rate. It is found to be 20% higher for direct mail than other marketing methods. In terms of motivational responses, direct mail is also still very effective, such as leading to a purchase or engagement. More research shows that brand and advertisement recall was 70% higher when a customer was exposed to direct mail rather than a digital advert. It was found that more time was spent viewing printed marketing materials and customers had a stronger emotional response and memory for them than the digital alternative. This is supported by research that shows that our brains respond differently to printed material versus digital media. Customers are going to remember your direct mail and your brand will have a longer-lasting effect compared to if you send the virtual equivalent. To hold a physical item in your hands provides a much more deeply embedded memory than words and images on a screen. With the rise and strong impact of digital marketing, you have every right to question if direct mail is still effective in the digital age.īut, it most certainly is! Statistics show that it is potentially one of the most effective marketing channels.ĭirect mail creates a more memorable experience.
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