The Direct Marketing Association Rate Report recently stated that Direct Mail offers a “strong return on marketing investment”, with an average ROI of 15% to 17%. Oversized mailers, such as postcards scored highest, particularly when used with a targeted mailing list.
According to ListGiant, here are the response rates for common marketing methods:
0.2% Online Display 0.4% Social Media 0.6% Paid Search 0.6% Email
5.1% Direct Mail to Household
In all sales related matters, whether you’re marketing a product or service, or marketing yourself (any singles on online dating sites?), a response is the first step toward a sale (or dinner date). The importance of a response cannot be overstated.
Why are those numbers so high? We could go on and on, but here are a couple of reasons:
According to the USPS, 69% of people find Direct Mail more personal than digital marketing. We have to agree. The internet is a bit like the Wild West, without the romanticized outlaws. People are more likely to buy from
businesses they can trust. Businesses who market with Direct Mail are perceived as more trustworthy. See how that works?
Now, this is fun. A GALLUP study found that “41% of Americans look forward to checking what’s in their mailbox each day”. In a world in which we’re all inundated by digital adverts in our lines of vision, the act of opening our real mailbox feels like a treat. An Epsilon study revealed that over 80% of people immediately sort through their mail upon receiving it. Imagine your colorful postcard lighting up homeowners’ faces, as they sift through the contents of their mail. We can feel the serotonin rush from here.
And, in a study that proves we’ve finally caught up with The Jetsons:
A Canadian neuro-marketing firm conducted a study for The Canada Post that compared the effects of paper marketing pieces to email and display ads.
They used advanced eye-tracking and high-resolution EEG brain wave measurement tools, as well as those quaint chestnuts, questionnaires, to gather data. Here’s what they found:
•Direct Mail requires 21% less cognitive effort to process than digital media.
Low maintenance, drama-free, idiot-proof. We’re all looking for opportunities not to work so hard. Direct Mail is a breath of fresh air, like an old fashioned coffee break.
•Consumers who received Direct Mail offers were able to recall the brand 75% of the time, compared with just 44% for digital-only versions.
You don’t have to be Forbes to come to this conclusion, (though it happened to be Forbes who did so): “Science clearly shows that paper can be more impactful and memorable than digital”.
It helps to be memorable. Let our experts design a targeted Direct Mail postcard campaign for you, and be remembered for all the right reasons! Now that you know more of the numbers, let them work for you!
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