Benefits of Direct Mail

Direct Mail touches people every day.
Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:

It’s targeted.
Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck.

It’s personal.
With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond. In fact, 55 percent of consumers “look forward” to discovering the mail they receive.

It’s flexible.
From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by showing a sense of urgency and including special offers.

It’s tangible.
Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like gift cards and coupons.

It’s measurable.
Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what’s working and can make adjustments to future mailings if needed.

As consumer demands shift to more personalized media channels, marketers are increasing their spending on Direct Mail. Its precise targetability and response—generating power make it one of the most effective tools in marketing.

Research shows direct mail offers your business nearly unparalleled opportunity to get your brand noticed and your customers to respond. A remarkable 81% of households either read or scan their advertising mail. — 2007 USPS Household Diary Study

Today’s young adults may be constantly wired to the latest communications craze, but they still prefer to receive promotional messages through mail than most other media channels. According to a 2008 Survey performed by ExactTarget:

• 77% of Gen X and 63% of Gen Y consumers have purchased items promoted in Direct Mail
• The greatest number of Gen X and Gen Y consumers (52%) favor Direct Mail for receiving unsolicited promotions from unfamiliar companies. Studies show that Baby Boomers are open to new brands, and they have the disposable income to reward themselves. Baby Boomers are highly receptive to receiving promotional messages through Direct Mail. As a result this makes mail an extremely effective way to communicate with this high potential target.

According to ExactTargets’s 2008 Survey:
• 85% of Baby Boomers have made a purchase from Direct Mail • 68% of 45-64 year olds favor Direct Mail for receiving unsolicited promotions from unfamiliar companies.

The cost of acquiring a new customer is estimated to be five times the cost of retaining an existing one. Mail’s power to attract consumer attention and generate response makes it a smart cost-effective and measurable way to acquire new customers.

Direct Mail provides a unique opportunity to put your brand directly into the hands of customers and prospects. It can help build and maintain a strong brand identity and create a personal relationship that connects customers to your brand. In addition, Direct Mail is a powerful branding tool, as illustrated by the following points:

• Mail is a highly targeted medium, giving you control over who sees your brand message and when. • Mail accentuates and reinforces other media while magnifying the awareness of your brand. Whereas consumers can tune out other media, research shows that the majority of consumers pay attention to the mail they receive, reviewing each piece as they sort through it. • Mail can accommodate anything from product samples to DVDs- helping your brand come alive for consumers in many different ways. • Mail allows you to send offers, coupons, and rewards to high-value customers instead of saturating the entire market. You can time your mailings around events and sales or send them out regularly to maintain brand awareness.