6 tips for a successful direct mail campaign
Living in the digital age means information is available anywhere, at any time, and at our fingertips. Information is so accessible it might also make us feel overwhelmed. We are inundated with messages, advertisements, news stories, sales pitches, and more.
While all of that information is readily available on our devices — televisions, laptops, tablets, and mobile devices — the ability to touch and feel a magazine, flyer, or piece of mail is not easily replaced. Despite the prevalence of digital data, and the push back on junk mail, getting relevant printed content into the hands of the right prospects still yields results. In fact, direct mail printing and fulfillment should continue to be part of your marketing mix.
The key to a successful direct mail campaign is strategy. You need to know your desired outcome, the audience you’re going after, and the messaging you intend to communicate.
Creative copy writing, coupled with high-quality design, work together to earn the attention of those who receive it.
But if you’re not convinced that you should keep direct mail as part of your marketing mix, here are a few stats that might help change your mind.
Direct mail stats
1.) Response rates: The direct mail response rate was nearly 4.9% for prospect lists in 2020. 70% of consumers say direct mail is more personal than online interactions. (Source: ANA/DMA Response Rate Report)
2.) Direct Mail vs. Digital: Think digital is the most powerful? It may be the most used medium, but direct mail still pulls a higher response rate than any digital direct marketing medium. Response rates range from about five to nine times greater than that of email, paid search, or social media. (Source: ANA/DMA Response Rate Report)
3.) Popularity: Direct mail is the second most used medium among marketers at 57%, tied with social media. 54% of consumers say they want direct mail from brands that interest them. (Source: ANA/DMA Response Rate Report)
4.) Trust: We tend to trust what’s in our mailbox. 76% of consumers trust direct mail when they want to make a purchase decision. 39% of consumers try a business for the first time because of direct mail. (Source: MarketingSherpa)
5.) Brand recall: In short, it’s easier to understand and more memorable. Direct mail requires 21% less cognitive effort to process than digital media and elicits a much higher brand recall. 42% of recipients read or scan the direct mail they receive. (Source: “A Bias for Action,” Canada Post)
6.) Motivational: Direct mail’s motivation response is 20% higher than that of digital media. It’s more persuasive. (Source: “A Bias for Action,” Canada Post)
Get more direct mail stats here.
Direct Mail Partner
Looking for the right partner to help you create, produce and fulfill your direct mail campaign? EPI Marketing Services is ready to help! We help companies execute local and nationwide direct marketing campaigns. Learn more about our capabilities here or schedule a free consultation with our team.
