We’ve all heard about the impending death of direct mail, I’m sure some marketers probably believe it died several years ago. Almost daily I’m asked about the effectiveness of direct mail. An InfoTrends survey found that 66% of all direct mail is opened, 82% of which is read for minute or more. The survey also found that 62% of consumers who responded to direct mail in the past three months made a purchase.
While other studies show many of these purchases may have been made online, the fact remains-the direct mail piece drove the purchase. The DMA (Data & Marketing Association) found 78% of consumers will act on their direct mail immediately, while only 45% deal with email right away. When receiving direct mail from a brand they’re interested in, 44% visit the brands website and 34% search for additional information.
What about charitable organizations? Well they still find direct mail particularly effective as well. A YouGov study found direct mail as the best tactic for donations. 21% of the respondents cited solicitation received via direct mail as the prompt behind their most recent gift, as compared to just 6% who responded to pleas on social media.
Let’s not forget millennials, Quad Graphics, “Millennials: An Emerging Consumer” found 62% use retail advertising inserts for comparative price shopping and 60% clip coupons.
InfoTrends found that millennials are the most likely of all generations to read direct mail. 90% of millennials consider direct mail to be a trustworthy source of information.
No need to send flowers, direct mail is far from dead. It’s often preferred and remains a powerful tool in a marketer’s toolbox. Integrate your direct mail with digital marketing, create a multi-touch campaign and deliver the right message to acquire new customers, prospects, increased gifts or sales.
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions