Direct Mail Marketing Resurrected

Posted: 5/8/2015 at 9:21 AM by SI Solutions | with 186 comment(s)

Direct Mail Marketing Resurrected

You may think snail mail is dying a slow death across all industries, but direct mail marketing continues to gain popularity with consumers. Direct mail experienced a decline for several years, but research shows a steady increase in it effectiveness of direct mail. The Direct Marketing Association (DMA) finds that direct mail elicits higher response rates than email marketing.  A survey from Target Marketing showed that direct mail offers the best ROI for B2C businesses, while email is the best choice for B2B. 

Studies from the USPS and Pitney Bowes demonstrate why consumers prefer direct mail. According to the USPS Household Diary Study, almost 85% of direct mail is actually skimmed by the recipient before they discard it (or keep it). Statistics show that direct mail spending has continuously experienced drops over the years, meaning that less mail is being sent, and less mail is cluttering up consumers mailboxes. This makes it easier for them to skim through what they actually are receiving in their mailbox. 

A study conducted by Pitney Bowes shows that 73% of consumers prefer to learn about new products and services through mail rather than email. 53% of consumers say they would be more likely to delete junk email than to throw away unopened paper mail.

Research shows that the best format for direct mail marketing is the postcard. Postcards don't require an envelope being opened, so they are more likely to be skimmed rather than thrown away.

According to Target Marketing, direct mail will be around for many years to come, and will continue to gain popularity as it changes with the times. The key to successful direct mail is what information is in that piece of mail. Using direct mail in combination with cutting edge technology that will grab consumers' attention is important. QR codes are being used more and more often in direct mail, and successful use of these codes can bring in a lot of prospective clients for businesses. A QR code should not simply bring a consumer to a website, but offer them some sort of engaging content they could not find on their own. A QR code can be linked to video brochures, for example, and are a way to link your direct mail to consumers' mobile devices. The fact that direct mail is so versatile makes it the best choice for marketing campaigns for many years to come.

Please contact us to learn more about how we can help you meet your marketing needs within your budget requirements.

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