If you read my blogs, you know I enjoy coffee, and, of course, direct mail statistics. So when my colleague, Kurt Ruppel, shared with me The State of Direct Mail Consumer Insights report (released from Mintel Comperemedia in partnership with LOB), I poured myself a large cup of coffee and began to read. WOW! This report is packed with beneficial direct mail stats, compiled through interviews with more than 2,000 US consumers over the age of 18, to understand their usage, attitudes, and preferences for the direct mail channel.
Let’s look at some of the invaluable direct mail statistics from the report and recommendations for marketers to use direct mail best practices in combination with companion channels to improve return on marketing investment (ROMI) and make their campaigns better:
72% of Consumers Open and Read Direct Mail Immediately or the Same Day it is Received
Tip: A sophisticated postal strategy to target your desired in-home date(s) coordinated with email delivery further increases your response.
|Spotlight: Financial Services Vertical|
According to the report, Financial Services consumers prefer to receive direct mail letter packages (48%) and read their direct mail packages immediately (43%). More than 80% want to read about promotions from products/services they own OR from new products/services available to them.
Here’s an example of how to incorporate personalization, consumer preferences, and relevant promotions to harmonize your email and direct mail messaging:
Email marketing message: “John Smith, check your mailbox! You’ve been pre-approved to receive our new ABC Bank credit card with unique, customizable cardholder benefit options.”
Direct mail marketing message: “John Smith, you’ve been pre-approved to receive our new ABC Bank credit card with unique, customizable cardholder benefit options.”
62% of Consumers Say Direct Mail Has Inspired Them to take Action
Tip: Consumers often visit a brand’s website after receiving a direct mailpiece [Financial Services (26%), Healthcare (27%), Retail (28%)], so marketers need to create an engaging customer experience by ensuring every campaign touchpoint has consistent visuals and messaging.
|Spotlight: Healthcare/Insurance Vertical|
Healthcare consumers prefer to receive direct mail letter packages (45%) and read their direct mail packages immediately (45%).
A great way to direct potential customers to your website is to create a personalized URL (pURL) or specific landing page. Remember to keep content, visuals, and messaging consistent across companion channels as well as tailored to each recipient’s needs.
Direct mail and/or email marketing message using a pURL: “Jane Jones, do you have questions about Medicare benefits and choosing the right plan for you? Visit DEFHealthInsurance.com/JaneJones and we can provide you with an easy-to-read benefits summary and a list of Medicare information meeting locations near you.”
Website marketing message when using the pURL: “Welcome, Jane Jones! DEF Health Insurance wants to help you choose the right Medicare plan for you and answer any of your questions about Medicare benefits. Here is your easy-to-read benefits summary and a list of Medicare information meeting locations near you.”
Half of Consumers (51%) Sometimes or Often Share Direct Mail with Friends and Family
Tip: Marketers have the ability to leverage the share-ability of direct mail by including additional promo codes, offers, or coupons for the recipient to pass on to their friends and family to increase campaign ROMI
|Spotlight: Retail Vertical|
Nearly half of retail consumers prefer to receive direct mail catalogs and magazines (53%) and read them immediately (48%).
One way to incorporate the friends and family strategy is to affix promotional cards to the direct mail piece or catalog: one for the recipient and one to share.
Direct mail marketing message on the affixed cards: “Michelle Peel, here is a special promotional offer for you and one to share with a friend from XYZ Retailers.”
Website marketing message (once the promo code is entered): “Hello, Michelle Peel. Your special promotional offer code from XYZ Retailers will be applied at checkout.”
The conclusion marketers can gather from this report and these direct mail statistics is that personalized direct mail based on consumer behaviors and preferences, which contains relevant offers, motivates consumers to immediately read and take action, most often by visiting a brand’s website. Using direct mail in combination with companion channels will engage consumers at every stage of their journey and will deliver better results―67% of marketers say direct mail has the best ROMI of any channel they use.
If you want marketing performance that makes you say “WOW”, contact us today!