With the advanced capabilities and
highly penetrated use of emailand other online channels like video and social
media, you may ask… Is Direct Mail still effective? You may even be wondering
if the cost is worth it?
Well…according to me, when
strategically integrated with these same online channels it certainly is! And,
here are 5 reasons why it’s still a very effective and relevant tool for Demand
Generation and Lead Nurture.
1. It’s Personal
With Direct Mail you can add that
personal touch and address your customers by name. I personally look forward to
seeing what I get in the mail (besides bills of course!). And, I’m more likely
to respond to a special offer that is addressed to my personal needs.
2. It’s Targeted
You choose who you want mail to be
sent to and when it will be sent.
Direct Mail is more focused and targeted to
individuals who will most likely respond to your offer.
3. It’s Accountable
Direct Mail gives you the ability
to track the success of your campaign. Whether it’s counting the number of
coupons redeemed, visits to custom landing pages, or inquiries generated. By
tracking and analyzing results, you can see what is working and if any changes
need to be made.
4. It’s Integrated
Direct Mail can easily be
integrated with Web, Media (TV/Radio) and Social to create a winning
combination. Integrating Direct Mail with these online channels enables
measurement and accountability.
5. It’s Tangible
Finally, Direct mail comes in all
shapes and sizes! You can choose from postcards, brochures, letters, coupons,
and so much more. As the name suggests, it’s the only media channel that
physically allows you to place your message in your customers’ hands. With the
use of coupons, QR Codes, etc. you get your customers actively involved. And,
combining your Direct Mail, say with an emerging channel like “mobile” using QR
Codes you can really make a memorable impression!
Let’s also take a look at some of
the numbers that explain the reach, impact, and trustworthiness of mail as
referenced in Deliver Magazine (Volume 7, Issue 3, June 2011)
Reach
“A whopping 98% of consumers bring
in their mail the day it is delivered, and 77% sort through it immediately.”
“According to a survey of 6,400 online
shoppers, households receiving print catalogs shop online more often and spend
more meaningful time at retail websites. The results held regardless of age,
income, region or education of the survey respondent.”
“The United States Postal Service
delivers to more than 149 million residences, businesses and PO Boxes in every
state and territory. That’s more mail to more addresses in a larger geographic
area than any other post in the world.”
Impact
“The global direct mail
advertising services market is forecast to reach $25 billion in 2015. Market
growth will be spurred by locally targeted advertisements and micro-targeted
advertisements, a move away from mass advertising to direct advertising.”
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“Businesses in the U.S. spent
$45.2 Billion on Direct Mail Advertising in 2010, marking a 3.1% increase from
2009 levels.”
Trustworthiness
“The United States Postal Service
processes 391,000 pieces of mail a minute and processed 41.5 millions address
changes in 2010. It has been named the Most Trusted Federal Agency six
consecutive times.”
“The 18-34 preference for direct
mail and newspaper is 2-3 times greater for info about household products,
health products, insurance and financial services than sources such as social
media.”
Bottom-line, consumers are still
feeling the love for Direct Mail and this love is expected to grow 5.4% for B2B
Direct Sales and 5.2% for lead generation.
Article From: digitalwavefront.com
