1. Direct Mail is Effective.
While direct mail and email marketing campaigns get similar response rates, direct mail campaigns generate purchases five times larger than email campaigns. Combining email with direct mail led to the best results of all: purchases six times larger than email alone generated.
Contrary to popular belief, direct mail works especially well on younger recipients. In fact, 84% of Millennials take the time to look through their mail and are 5% more likely to keep mail and show it to others than non-millennial counterparts. Direct mail to Millennials is a great channel for referral marketing.
2. Direct Mail Gets Opened and Read.
Millennials get hundreds of emails a day but only a few pieces of actual mail. Sending physical mail is a way to stand out from the crowd. From vibrant full color to flashy foil, QRG can produce a variety of print processes to create a direct mail piece that perfectly suits your needs.
According to a USPS study, “98% of consumers bring in their mail the day it’s delivered. Of these, 72% bring it in as soon as possible and 77% sort through their mail immediately”. As marketers, let’s take advantage of these figures. After all, direct mail has a nearly 100% open rate as compared to email at less than 20%.
3. Direct Mail is Automatically Shareable.
Unlike email that goes to one person, physical mail goes to a household. 88% of key purchase decisions for retail, financial and automotive, categories are discussed at home, and direct mail pieces give recipients a reason to talk over the offer.
4. Direct Mail has a Longer Lifespan.
Email has a lifespan of just a few seconds, while direct mail’s average lifespan is 17 days. Just keep the offer compelling and convey it in a succinct, transparent manner. Drive recipients to online content that reaffirms decisions and offers more details. Be aware that your audience will check out your competition, so be sure to speak to your points of differentiation.
