EP Blog

February 2021

11 Eye-Popping Stats on Direct Mail

When it comes to ROI, some channels are just more effective than others. Knowing the effectiveness of each channel puts you in control. For example, did you know that one channel has an open/read rate of 42%? Or that recipients of content sent via this channel purchase 28% more items and spend 28% more than those who do not? Which channel is this? It’s direct mail. Surprised? You shouldn't be. Here are nine more statistics about direct mail that you should know.  

  • 41% of direct mail recipients look forward to checking their mailboxes each day. (Source: Gallup)
  • 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want. (Source: Epsilon)
  • Direct mail offers a 29% return on investment. (Source: Marketing Charts)
  • Consumers aged 45-54 are the demographic group most likely to respond to direct mail pieces. (Source: Data & Marketing Association)
  • 80–90% of direct mail gets opened, while only 20–30% of email does. (Source: United States Postal Service)
  • Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of people who receive direct mail. (Source: Marketing Profs)
  • Direct mail requires 21% less cognitive effort to process than email. (Source: Ipsos/Canada Post)
  • Brand recall is 70% higher for consumers exposed to direct mail ads than to digital ads. (Source: Ipsos/Canada Post)
  • 30% of Millennials say that direct mail is more effective at getting them to take action compared to 24% who say the same of email. (Source: Direct Marketing News)

Think direct mail is a marketing rock star? We do, too! Talk to us about creating your next direct mail campaign.

 

Editor’s note: Thanks to Small Business Genius for compiling many of the stats cited here. https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref

 

 

 

 

 

January 2021

5 Steps to Foolproof Direct Mail

When you want to get something right, consult the experts. For direct mail, there is no greater expert than the U.S. Postal Service. Here are five tips for foolproof direct mail from the USPS that every marketer should know.

1. Choose your format carefully. Before you start your design, choose your mailing format carefully. Know how much space you have to work with and design within those guidelines. If you have a lot of content, consider using larger formats, such as flats, that give you more space.

2. Details matter. The major components of direct mail (design, format, and color choices) are important, but there are other details to consider, as well. Is that postcard too small to fit all of the copy you expected? Is that oversized “postcard” not a postcard at all, but a non-standard format that increases the postage budget? Sweat the details.

3. Faux stamps deliver. Delivering mail with real stamps gets better results than bulk mail, but it is expensive. Consider using pre-canceled stamps instead. Pre-canceled stamps offer the personalized look without the price. To qualify, your mailing must have a 200-piece or 50-pound minimum.

4. Pick the right class. Do you know the difference between First-Class Mail, USPS Marketing Mail, and commercial mail? Do you know how your postage would change if you switched to a postcard instead of a letter? Or if you used an oversized postcard rather than a standard one? Consider all of your options before your next mailing.

5. Add a letter. Adding a letter to a direct mail package can really boost your ROI, even if it costs more in print and postage. Peter DeLegge, a marketing consultant, has recounted the story of a company that tested two packages promoting its mail-order tool catalog. Package A consisted of a sales letter and reply form. Package B was a double postcard. The result? Package A out-pulled Package B by a 3:1 ratio. Postal costs are important, but they have to be weighed against the potential return.

When it comes to direct mail, details matter!

 

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