Back to Basics: Adding Direct Mail to the Marketing Mix
By ANA staff
In the age of digital and social marketing, brands shouldn’t forget about more traditional methods like direct mail, which can be just as effective as digital channels. In fact, according to research by the United States Postal Service, response rate is boosted 45 percent when direct mail is part of a campaign. USPS suggests leveraging direct mail as a conduit to re-establish lost customer relationships by combining it with multiple channels. Here are some additional insights for marketers looking to incorporate direct mail into their brand strategies:
- Seventy-three percent of Americans prefer to receive brand communications via direct mail because they can process it at their own pace. Direct mail is effective because physical materials activate the brain more deeply than visual or audio content, resulting in better recall, stronger emotional connections, and improved brand recognition.
- The Canada Post’s “Connecting for Action” study found that integrated campaigns that combine direct mail with digital media attract 39 percent more attention than campaigns that rely on a single medium.
- Another study by the Canada Post indicated that while the digital space provides essential platforms for customer interaction, physical media is better suited to close the marketing-sales loop.
- Experts believe that it takes seven “hits” before a consumer responds to a direct marketing offer. But it’s essential to keep messaging fresh, new, and relevant to the audience.
- Test and measure direct mail efforts with a small sample group before rolling it out to a broader audience.