Why Direct Mail in the 21st Century?
Got a message that you need distributed? Looking for a method that’s guaranteed to make you heard? Direct mail is a 21st-Century solution to an age-old problem, and it has a proven track record to getting you great results all the time. Don’t just take our word for it: demand proof. Get insight into direct mail’s effectiveness through its ample statistics; numbers that tell a story so you can tell yours.
It must be compelling, make a connection, and most of all, it must be personal. And like all good stories, have a beginning, a middle and an end. Direct mail is the perfect way to get your story across and tell it in a way that engages with your audience physically. So why not make a personal connection with print?
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- Average household receives 16 pieces of mail each week
- 70 to 80 percent of consumers open almost all of their mail
- 70% of direct mail is opened
- The same week the average consumer gets more than 100 emails
- 79 percent of consumers will act on direct mail immediately; 45 percent say the same about email
Move from personalised to personal
- 80% are more likely to open it if it’s personalised
| With personalisation:
· Direct order – 9 percent · Lead generation – 8 percent · Traffic generation – 17 percent |
Without personalisation:
· Direct order – 2 percent · Lead generation – 3 percent · Traffic generation – 3 percent |
Integrate direct mail with digital media
- 88 percent of participants want to use mail to drive the web
- 78 percent used mail to promote specific offers
- 53 percent looked at cross-media effects, such as social media or web-traffic
Push them into action
- 55% went to a physical retail store
- 54% visited a website
- 45% indicated direct mail led to purchase
- 44% immediate discard direct mail if it isn’t relevant
How recipients feel
- 62 percent of people like to receive mail telling them about offers
- 70 percent of people welcome mail that rewards their loyalty
- 56 percent of people welcome mail that gives them useful information
Physical isn’t a challenge
- 71% say the print quality of the paper affects their decision
- 70 percent of consumers are more likely to open colourful mail
Direct Mail: A snapshot
- Cut through the clutter
- Attract new customers
- Enhance customer loyalty
- Deliver profitable results
Sources:
- Xerox infographic
- Target marketing
- DMA
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