Direct Mailers: The Underrated Marketing Powerhouse!
In a world overwhelmed by digital noise, direct mail cuts through. Tangible, personal, and persistent, direct mail is one of the most trusted channels for engaging customers, particularly in local and regional markets.
Why Direct Mailers Deliver High ROI:
- Exceptional Response Rates: Direct mail campaigns generate response rates between 4.9% and 9%, compared to just 1% or less for email (DMA, 2018). That’s up to 9x better engagement.
- Tactile Experience = Better Recall: 70% of consumers say they find mail more personal and engaging than digital communications (USPS, 2016). Touch drives memory, which drives trust.
- Longer Lifespan: Emails are often deleted within seconds, but physical mail is kept for an average of 17 days — and often read multiple times (USPS, 2016).
- Amplifies Digital Marketing: When combined with email or social media, direct mail can lift overall campaign response rates by 63% (Canada Post, 2019).
- Consumer Trust: 56% of consumers say they trust direct mail more than digital ads, especially in industries like finance, healthcare, and local services (MarketingProfs, 2017).
Real-World Application:
Whether you’re launching a local promo, introducing your brand to a neighbourhood, or sending postcards to lapsed customers, mailers provide a personal, professional touch. They are ideal for appointment reminders, coupons, product launches, and re-engagement campaigns.
Bibliography:
- Data & Marketing Association (DMA), 2018
- USPS Mail Moments Report, 2016
- Canada Post Smartmail Marketing Insights, 2019
- MarketingProfs
- Forbes.com
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