Why Direct Mail?
Instead of getting lost in the digital inbox, savvy businesses are being discovered in the mailbox. Direct mail marketing gives businesses the opportunity to reach millions of individuals on a more personal level than digital communications can provide. In case you haven’t heard, direct mail is far from dead – it might just be the key to your success.
Direct Mail Works Better Than You Might Think
Forward-thinking businesses and marketers know that direct mail works better than most people assume. The stereotypes about it being ineffective and outdated are totally unfounded and uninformed.
Young People Like It
Many marketers assume that direct mail is just for older generations who haven’t warmed to digital communications – but they couldn’t be more wrong. An astonishing 36 per cent of people under the age of 30 look forward to checking their mailboxes every day, and 95 per cent of 18-to-29-year-olds have a positive response to receiving personal cards and letters in the mail.
36% of people under the age of 30 look forward to checking their mailboxes every day.
95% of 18-to-29-year-olds have a positive response to receiving personal cards and letters in the mail.
On top of all that, the response rate to direct mail for people aged 18-21 years old is 12.4 per cent – significantly higher than digital marketing (0.12 per cent).
Canadians Pay Attention To It
Our own research revealed that 74 per cent of Canadian consumers always or sometimes notice advertising in direct mail, 81 per cent read their mail the same day they receive it and 85 per cent will open mail if it looks interesting.
5 Reasons Why Direct Mail Marketing Works
So now you know that direct mail works, but you might be wondering why it works. There are a number of reasons why it’s so successful – here are 5 that stand out:
Final Thought: Combining Direct Mail and Digital Marketing Produces Strong Results
In life, we can often achieve more in tandem than alone. Marketing campaigns aren’t much different. By combining direct mail and digital outreach, marketers can generate a strong return on their investment.
A huge neuromarketing study revealed that direct mail drives more action than digital because of its physicality. It also revealed that direct mail and digital campaigns work better together than alone. People paid 39 per cent more attention to integrated campaigns than to pure digital campaigns, and consumers had 40 per cent higher brand recall when direct mail followed email. People like marketing that is tactile because it takes 21 per cent less mental effort to process direct mail and it prompts a 20 per cent higher motivation response than digital. Make sure to pair direct mail with your next digital campaign to increase the likelihood that your recipients will pay more attention to it and act on it.
“Why direct mail marketing is far from dead”, Forbes, 2017.
“30 Direct mail statistics”, Compu-Mail, 2017.
Why Direct Mail, Canada Post.
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