The past year has been one of uncertainty for many Canadians, as the future of Canada Post has looked shaky at times. However, potential postal strikes and the increases in postage rates have not reduced the effectiveness of direct mail marketing. In fact, recent statistics show that direct mail is as strong a choice as ever for savvy marketers.
Study after study shows that direct mail marketing is still a relevant channel to communicate with target consumers across a variety of industries. Here are some of the reasons that direct mail should remain an important part of your marketing mix:
Connect with new customers
When it comes to attracting new customers, studies show that 39% of consumers try a business for the first time because of direct mail advertising. Direct mail remains a strong tool for businesses looking to increase brand awareness, attract new business and increase sales.
Drive new customers online
A recent USPS study showed that over 60% of direct mail recipients visited the website that was promoted in the direct mail piece and of this group, first-time customers were the most likely to visit the company online.
Drive customers to your store
The USPS found that 23% of direct mail recipients visit the sender’s store location and that direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients.
Catalogues are still popular
Although fewer companies mail out product catalogues, almost 60% of online shoppers enjoy receiving catalogues. For retailers selling products online or at a physical store location, a well-timed catalogue mailing is a great way to drive sales.
Millennials love direct mail
Although most marketers looking to connect with Millennials spend most of their time, effort and budget online; studies show that 92% of young shoppers say that they prefer direct mail for making purchasing decisions.
In fact, 66% of Millennials are more likely to remember to use a voucher if they have a physical copy to carry around. To connect with Millennials, it’s important for marketers to follow up on their app or other online offers with a physical voucher via direct mail.
Women get the mail
Which member of the household you’re sending to is most likely to pick up your direct mail piece? Studies show that 91% of mail is picked up by the same person each day and 80% of these people are women. In fact, 80% of the men and women who pick up the mail for their household are also the primary grocery shoppers, which means that direct mail is an important way for grocery retailers to share product offerings and promotions.
Email or Direct Mail?
According to MailChimp, the average open rate for email marketing is below 20% (although benchmarks will vary by industry). However, 98% of people check their physical mail every day and 77% of people sort through their physical mail as soon as they get it. The insight marketers can draw here is that they should expect a much greater open rate with direct mail than they will see with their email marketing communications.