“Marketing that works…is about offering the right cookie to the right person at the right time… The result? Fewer wasted cookies. More repeat customers.”
I didn’t say that, Ginger Conlon, Editor-in-Cheif for DIRECT MARKETING NEWS did. I’m sure you’re asking yourself, what do cookies have to do with direct mail?
Direct mail works! It remains a very effective marketing tool. According to the “Household Diary Study”, 70% of households at least scan their direct mail daily and 55% report they actually read all of their direct mail daily. These numbers hold across all age and demographic groups except for high-income households where scan and read rates are even higher! Even Millennials trust and read direct mail!
Technology plays such a key role in people’s lives today, the ever increasing need for personal communication is creating tech overload. It’s lead to an increased opportunity for tangible, touchable, multi-purpose, real-life communication – Direct Mail Delivers All of This!
The effectiveness of direct mail is quite simple:
- Direct Mail Connects
- Provides reach
- One-to-One communication
- Long Shelf Life
- Two-thirds of consumers keep their mail
- 75% of people like to see what’s in the mail
- 63% of all mail is kept at least 2 days
- Mail Gets Opened
- 91% of households read advertising mail
- In 46% of households, advertising mail is read by more than one person
- Less competition with Advent of Electronic Statements and Online Bill Pay
- Nearly half of all direct mail is personalized
Direct mail outperforms email, telemarketing and social media with an average ROI of 37%. In today’s world of smartphones, tablets, smart TV and the widespread use of email, it’s important to incorporate direct mail into any marketing campaign. A smart direct mail program with sophisticated targeting, personalization and integration is sure to deliver.
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions