The weather is getting warmer and I’m sure we’ve all indulged in an ice cream or two already! Despite the fact that lots of us are jetting off on holiday, the direct mail world doesn’t stop. We’ve kept a look out for the latest news so you can fit in a quick update to stay on top of the game this summer! Find out why it’s important to be creative, what old school tactics have to offer today and much more. Read on to find out what’s been happening so far this summer.
54% Of Consumers Want To Hear About Products And Promotions Via Direct Mail
Direct mail is still as powerful as ever, making it an important part of your marketing mix. Upon reviewing recent statistics, Media Sales Today conclude that direct mail is key to making messages stand out and achieving a great ROI. Consumers are very receptive to the marketing method and actually rated it as their preferred method for hearing about product updates and promotions. What’s more, they usually open 80 – 90% of the direct mail they receive vs just 20 – 30% of the emails they receive. If you want to get your message noticed, it looks like direct mail is the way to go!
Successful direct mail is creative and engaging. If your campaign grabs attention and captures imagination it’s far more likely to produce the results you need. That’s why Hospitality & Leisure have reviewed some of their favourite creative worldwide direct mail pieces. From a candle box to a secret underwater message, be sure to check out these examples of really engaging, standout campaigns.
Keep It Old School
As time and technology move on it can be easy to forget about tried and tested tactics that still work well. Target Marketing looked into some old school tactics that still work today, and analysed why they produce the desired result. Sometimes simple is best. Adding items like yes, no and maybe stickers can make it quicker and easier to encourage a response. Asking questions prompts a respondent to immediately think about and engage with the content, drawing them further into the piece. Check out the article to find out what else is still a winner and you might find inspiration for your next campaign.
87% Of Millennials Like Receiving Direct Mail
All too often it is assumed that millennials will respond better to digital marketing than direct mail. Recently, Superior Business Solutions explored the issue of whether they do actually respond to direct mail. The answer might surprise you, they found that millennials respond to it more positively than they do email.
It’s worth taking a look at the analysis on how they came to this conclusion, but essentially the majority of millennials actually say they like receiving direct mail, and 90% of them view it as reliable. What’s more, 77% report to pay attention to it. This, coupled with the knowledge that almost half of millennials ignore digital ads starts to build up a picture that’s very favourable for direct mail.
Tell A Story; Influence Your Audience
If you really want to generate results from direct mail, you need to influence your audience. Target Marketing look at the power of stories to generate responses that drive results. Emotional responses are much more likely to drive actions than logical ones, so this is something you need to capture with your direct mail campaign. Summer Gould guides on how to find your story and goes on to explain how you can apply this to your mailer. It’s well worth considering for your next piece.