/
/
/

The fortuitous answer for direct mail, and its longevity, is the fact there are many facets to its success.  

One crucial aspect that is being increasingly recognised by businesses and brands is the importance it can play in customer acquisition and retention. 

In fact, more than 70% of  respondents to
Keypoint Intelligence’s most recent transactional communications research expected direct mail to be “moderately” or “extremely” important to their future critical communications strategy. 

Get noticed with direct mail 

The reason for this is simple. Direct mail gets noticed. It attracts and holds attention. It prompts action. The average response rate is 4.4% - compared to just 0.12% for e-mail according to the
Direct Marketing Association (DMA).  

Keypoint Intelligence’s survey of over 1,000 consumers found that more than half recalled receiving a piece of direct mail in the previous six months that was clearly tailored to their interests or past purchases. Two-thirds of respondents definitely or usually paid more attention to direct mail pieces that included personalization and direct mail was also the most popular channel that attracted respondents’ attention compared to other advertising formats. 

The survey found 60% would “definitely” or “probably” notice a mailer with special effects. Interestingly consumers under the age of 43 were especially likely to notice these effects. So, while social media and streaming services were clearly effective among younger consumers, their attention was still captured by direct mail.  As to be expected, direct mail and catalogues continued to be held in higher esteem by older consumers. 

It is not just personalization that resonates. Physical mail: 

  • Connects with more senses than digital communications. We can touch and even smell print. Tactile experiences are more memorable than email or other digital marketing messages, which can be easily ignored or quickly deleted. Connecting with the sense of touch also triggers a perception of
    ownership     which subconsciously encourages recipients to take action. 

  • Is trusted across all age groups with
    71%     say they completely trust the mail they receive. Consumers also prefer physical documents for content that is sensitive or of a personal nature. Research shows that twice as many people feel that physical mail is private and secure compared to digital. Four times as any people associate scams with digital compared to physical mail. 

  • Can achieve a luxurious feel that wows the recipient and is more likely to encourage to be held onto. Marketreach reports 45% of mail stays in the home for over 28 days while 51% of marketing emails are deleted within
    two     seconds.

How do you ensure your campaign hits the right targets?

To be effective with direct mail a solid understanding of who the ideal customers are is fundamental as is knowledge about what influences their buying habits. Their communication preferences should be identified and respected while their expectations should be met.

Essential, too, is curating specially tailored messaging that is meaningful and memorable. It is critical that today’s marketers understand the preferences of their prospects to ensure the right reactions are prompted.

A single approach to a blanket mail out will not drive action or demonstrate a successful return on marketing investment (ROMI). Consumers want to feel like they are valued. When a communication shows a degree of understanding and presents worthwhile information recipients will respond.

Direct mail is valued. Marketreach figures also report
94% of all direct mail is engaged with (i.e. opened, read, kept) and on average it is interacted with 4.2 times.

This drives results. Campaigns with mail in the mix are 52% more likely to report return on investment (ROI) benefits, 75% more likely to report profit uplifts and 65% more likely to report market share increases.

Mail can also bridge online and physical worlds. One example is programmatic mail – a personalised printed offer that is triggered when a shopper abandons their online basket. The physical mail then potentially reengages that customer with a coupon to special discount resulting in a sale. Another is the use of QR codes to take the reader to online content.

How do you deliver creative campaigns that get results?

At the heart of an effective and engaging direct mail campaign is a solid strategy. One that understands what your target audience want. One that considers that different recipients may well want different things.  

Important too, is segmenting the audience based on known preferences. This will help create a more customized, authentic, message that will resonate with the recipient. 

Essential to the success of a campaign is delivery. Digital printing technology is able to support the creation of highly targeted, content rich direct mail with customised messaging. The ability to create vibrant, colour rich print on a wide range of substrates and add impactful and creative finishes encourages engagement and fosters customer loyalty. 

The final look can be elevated further with a luxury look and feel with digital embellishments produced on the MGI JETvarnish 3D Evolution. 

Be heard with direct mail

While young and old recipients respond differently to direct mail, it remains a top media choice among all age groups due to its tactile nature and the ease with which it can be linked to digital communications. The ability to personalize, embellish and create captivating communications enables the medium to stand out from the digital noise.  

Looking to ignite your direct mail printing possibilities check out the
MGI JETvarnish 3D Evolution, and
AccurioPress C84hc.

Contact us to learn more
Share:

Rate this article