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Supplier Summit Showcases Effectiveness of Direct Mail

Jim Andersen

Last week marked our 11th annual Supplier Summit at our headquarters in Chanhassen, MN. This is an annual event where we update our supply partners on the prior year results and the new strategies IWCO Direct will deploy to better serve our customers moving forward. We focus on the role our suppliers can play and the initiatives they can undertake so together we can achieve our vision for the future of continuing to provide direct marketing like no one else.

Each year we invite a keynote speaker to address important topics and trends related to direct marketing. This year we were very fortunate to have David Mastervich, Manager, Catalogs and Saturation Mail for the USPS join us. David provided great insight into the future vision of the USPS and how they are planning to support the use of direct mail as a key and highly effective sales and marketing tool.

His presentation offered very clear and compelling thoughts about the value and relevance of print in our ever increasing digital world.  For example, even today with the proliferation of internet marketing, print drives higher ROI. For every dollar spent on print-based marketing, $12.57 is generated in sales.

Here are other highlights from David’s presentation:

Media Proliferation

  • With the proliferation of social media, the average consumer can be reached on an average of 7.2 personal channels.
  • The average consumer receives 3,000 marketing messages per day, will pay attention to 52, and will positively remember 4. The key for marketers is to be one of the four.
  • 78% of consumers are using 2+ channels to browse, research and purchase products.
  • 60% of marketers say offline efforts affect online activity–improves effectiveness.
  • New print technologies (such as QR Codes and PURLs) connect mobile, online and print together.

Power of Print in the Mailbox

  • Unlike digital, only direct mail allows a prospect to hold your brand in their hand.
  • The mail moment, often occurring after work at the kitchen counter, is an incredible time to connect with customers and prospects.
  • 79% of households say they read or scan their mail daily.
  • 76% of consumers have been directly influenced to purchase through direct mail.
  • 68% of 45- to 64-year-olds favor direct mail for receiving unsolicited promotions from unfamiliar companies.

Youth Relate to Print

Even though they may be using Facebook while watching TV and listening to their iPod, young people respond to printed materials.

  • 18- to 34-year-olds prefer offers from mail and newspapers vs. online.
  • 75% of 25- to 34-year-olds have made a purchase resulting from direct mail.
  • 18- to 24-year-olds are also most likely to be influenced by direct mail (62%).

So while we shared a lot of statistics with you, the one message we hope you’ve remembered from all of this is print, and specifically direct mail, remains highly relevant to today’s consumer and savvy marketer.

– Jim Andersen


link https://www.iwco.com/blog/2011/07/06/suppliers-summit-showcases-effectiveness-of-direct-mail/
Jim Andersen


Jim Andersen

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