Misconception 5: Direct mail works on its own and doesn’t integrate with other channels To add to this, many millennials and Gen-Z-ers have digital fatigue and find taking a “break” with print to be often enjoyable, and it “should be no surprise that those raised on the internet are best able to tune out online ads.” They also have shown to have a lot more trust in print resources than in digital. Millennials, specifically, like to feel important and seen, so the personalization opportunities of direct mail make for great millennial marketing. And, 41% of Americans of all ages look forward to checking their mail each day. Actually, 73% of American consumers (in general) say they prefer being contacted by brands via direct mail because they can read or review the information at their leisure. Misconception 4: Millennials and younger don’t like or pay attention to direct mailĭirect mail isn’t just effective for older audiences. According to the stats, mail marketing is much more likely to be seen and paid attention to. What do we mean by a quality list? If you’re sending to strategic, particular contacts – not just any contacts, your ROI will be worth the price.Īdditionally, print often gives you more for your money while other marketing practices alone may not (for example PPC, social media ads, email marketing platforms, and more). If you have a quality list and are getting the most out of each mailer you send, direct mail won’t seem all that expensive. When people think of print, they sometimes think of high-cost, but that’s not always the case. Misconception 3: Direct mail marketing is expensive Recipients of direct mail also “ purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.” Direct mail gets response rates 10 to 30 times higher than digital channels, according to the DMA (Direct Marketing Association).īasically, direct mail usually does very well in terms of ROI, and it can (and should) be tracked – so make sure you’re getting the most out of it by making it trackable with the use of digital touchpoints. Direct mail open rates can reach up to 42%. Per USPS, 98% of people check their mail daily and Americans spend upwards of 30 minutes with their mail on a single occasion. Up to 90% of direct mail gets opened, compared to only 20-30% of emails. The average lifespan of an email is 17 seconds, compared to direct mail’s average lifespan of 17 days. Don’t believe us? Here are just a few stats to back us up. This one couldn’t be further from the truth. Misconception 2: Compared to other tactics, direct mail doesn’t provide ROI Really, direct mail is only boring and old if you make it that way. The possibilities are quite endless, with many exciting design opportunities and options. Plus, for every 36 emails you receive (on average), you get 1 piece of mail in your mailbox. It brings about nostalgia, as people enjoy the feeling of paper in their hands, similar to enjoying paperback books over kindles. These days, direct mail breaks through the digital noise and is unique and different than other marketing tactics. In fact, in a recent IAB survey, six out of ten marketers prefer direct mail over other offline channels and still include it in their direct marketing strategy today. It’s been around for a while for a reason, and has evolved and changed over time – with the times. Once in a while, we hear people speculate and assume that direct mail is past its peak – but just because direct mail has stood the test of time, doesn’t make it outdated. Misconception 1: Direct mail is past its heyday Follow along as we debunk the 6 misconceptions of direct mail. That’s why we’re well versed in all of the misconceptions about direct mail floating around out there, and can tell you exactly why they’re untrue. We provide highly impactful direct mail marketing that cuts through today’s digital noise to deliver a tactile experience and leave a lasting impression. With years of experience, we’d say we’re experts in direct mail marketing.
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