Direct mail deserves reconsideration if you have dismissed it as many businesses have in recent years. Some businesses see direct mail as an outdated joke; generally feeling using direct mail gives young people the impression their brand is behind the times. They would not be caught dead communicating with customers via snail mail believing their customers respond best to digital communication channels.
Specifically, the perception is that Millennials communicate by digital means only because that’s the way they were raised is simply not true. The digital-only mindset, that direct mail and printed marketing collateral, in general, are a waste of time with Millennials, is a common misperception.
A little research reveals this could not be further from the truth. Millennials actually respond well to the multisensory experience of receiving mail. In Gallup poll telephone interviews 95% of 18- to 29-year-olds report positive feelings at the thought of receiving a personal letter. Moreover, 30% of 18- to 29-year-olds report very positive feelings, a higher percentage than any other age group.
Direct Mail Gains Respect As Digital Distrust Soars
People are sick of fake news designed to morph their opinions and advertising cloaked as news articles designed to sell products. As the distrust of online information grows, getting people to know, like, and trust your brand strictly through online tactics is more challenging.
However, as everything digital continues to lose credibility with consumers, the printed word appears more credible and trustworthy. Businesses have an opportunity to skyrocket audience engagement with direct mail in the current environment.
Consumers Perceive Direct Mail More Positively Than Email
Sending a personalized creatively designed direct mailpiece says something about your brand. The perception is that it took a significant amount of time, effort, and expense to produce the printed mailpiece. This investment shows you value the recipients. In turn, recipients perceive your message as carefully thought-through and more trustworthy.
This in sharp contrast to the perception consumers have of email. Spam filters, phishing scam threats, and identity theft fears send the majority of marketing emails into the trash unopened. Furthermore, most inbox email is ignored or deleted remaining unopened.
Direct Mail Lasts Longer
People tend to hold on to direct mail rather than tossing it out immediately. A recent DMA study found 27% of direct mail is still around within the household after 28 days. The staying power of direct mail obviously creates opportunities for the message to reach numerous people on more occasions. This is not the case with email.
Direct Mail Can Be Address-Free
One more thing. You can send direct mail without having any names or street addresses or any list at all. The United States Postal Service offers Every Door Direct Mail® service. With this service, referred to as EDDM, you can select an area like a neighborhood to target.
A Mail Carrier places your direct mail piece in every mailbox in the neighborhoods you select. This is why you do not need any names or addresses. You choose the area and every mailbox in that area will get your message.
Direct Mail Statistics
● Open Rate:
- The average email open rate is 20 to 30 percent. By contrast, open rate for direct mail is 80 to 90 percent according to Small Business Trends.
● Response Rate:
- The 2017 DMA Response Rate Report, found Direct Mail response rates of 5.1% house lists and 2.9% prospect lists. As well as Email response rates of 0.6% house lists and 0.3% prospect lists.
- ANA/DMA Response Rate Report 2018 reports record-breaking direct mail response rates reaching the highest point since the report started in 2003.
- The 2018 direct mail house list response rate of 9% nearly doubles the 2017 rate While the 4.9% direct mail house list response rate for 2018 is significantly higher the 2.9% rate found in 2017.
- House Lists typically are familiar with the sender whereas Prospect Lists are not.
In conclusion, remember that what is good for your business and brand is influencing the people who need what you offer to know, like and trust you. Tactics you can use to do that are beneficial to your brand and will grow your business. Direct mail is one of those tactics, try it as part of your overall marketing strategy. Direct mail is a tried and true old-school offline approach, but it is not outdated. In fact, it can be more effective than ever when creatively designed and combined with innovative online offers.
Minuteman Press of St. Peters Is Your Resource For Direct Mail Marketing
If you want to create a direct mail marketing campaign for your business, At Minuteman Press St. Peters, we know direct mail inside and out. We can provide you not only the expert printing you need for your direct mail campaign but also the expert guidance to help you along the way.
Call us today for a free quote on your next direct mail campaign. When you contact us today we have a gift for you – a FREE personalized notepad!