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October 04, 2016

Direct Mail Delivers Results in a Digital Age



The numbers have spoken: by meeting your customers on the channels of their choosing, you can expect to improve response rates and the effectiveness of your marketing campaigns. Direct mail continues to deliver results that makes it an integral part of an integrated strategy.


The customer journey can take months and span multiple online and offline experiences. But your customer doesn’t think in terms of a ‘journey.’ Today’s customers are on the go, connecting with you when, how and where they feel like it. They desire to be heard, respected and well-served in their needs on the right channel(s) and at the right time.


The more the lines between offline and online marketing efforts blur, the more we see channels being integrated within campaigns. As a result, this creates new opportunities to maximize direct mail’s benefits. The never-ending bombardment of digital marketing is leaving people more apt to respond to an innovative, well-executed mail-piece. Lower overall mail volumes ease the way for a marketer’s piece to attract attention in the mailbox.


Direct mail remains a reliable, high-performing medium. Some notable direct mail statistics:


• At least 42% of millennials prefer direct mail political ads over online ads, with 38% favoring both equally.

57% of 2015 mail volume is attributed to direct mail.

2.5 billion coupons were redeemed in 2015.


A recent Gallup poll showed that 41% of American adults look forward to checking what’s in their mailbox each day, and of the 95% of 18- to 29-year-olds say they feel positively about receiving a personal letter, including 30% who feel very positively, higher than any other age group. In our email, text, and social media-dominated world, checking the mail remains an enjoyable experience for a good portion of the general public.


Key lesson: Direct mail cuts through the clutter and disrupts of digital advertising, and speaks to your audience straight from their kitchen table.


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