Why traditional Direct Mail is still going strong in the ‘digital age’

The advances of technology has given rise to a whole plethora of communication channels available for businesses to target consumers. And whilst smart phones might be the quickest mode of reaching customers a more traditional and intimate channel is still to send a mailing of some sort through the post. Even better – combine both methods as part of a multi-media campaign and you’ll be onto a winner!!

Some interesting statistics:

Response Rates

• 48% of the UK population responded to a Direct Mail they received within the last 12 months
• 18% of direct mail is kept to refer back to at a later date

Engagement

• 62% of people like to be informed about an offer through the mail
• 70% of people like receiving mail that rewards them for their loyalty

ROI

• Direct Mail provides the strongest ROI and is as easy to track as other channels. A dedicated landing page and inbound telephone lines make it possible to measure response rates

Increased response rates from other channels

• When used as part of an integrated, multi-media campaign Direct Mail has been proven to increase response rated by up to 600%

So the moral of the story? Direct Mail is still very much alive and kicking. Whilst used in isolation its impact may be minimal, when used as part of a multi-media campaign it has the potential to be a very valuable tool in the marketing mix. As with any marketing communications exercise the messaging and tone are key so make sure you get this spot on before investing in what can be quite expensive print and distribution costs.

Think a Direct Mail campaign might be for you? Call Thrive on 01260 281546 – we are a marketing communications agency based in Cheshire with a proven track record in running targeted, effective and results driven Direct Mail campaigns.

Source – Central Mailing and Royal Mail