Cutting Through the Clutter With Direct Mail

Tap into the nostalgia.
April 5, 2023 by
Jasmyn Head

There’s a feeling of romanticism in direct mail that cannot be replicated online. Can you even remember the feeling you had when you last received a hand written letter in the mail? Maybe it is that nostalgic love for the traditional letter that makes direct mail the communication of choice as 73% of American consumers said they prefer being contacted via direct mail.

When was the last time you asked your customer how they like to be communicated with? Has their preference changed with an increase in time spent at home? Acknowledging the changed work and leisure arrangements of a post Covid era that is seeing record inflation and a big change in spending habits as the cost of living soars.

Mailshop Owner & Managing Director, Deidre Winter spoke to The Register about how retailers continue to choose direct mail as their weapon of choice in vying for their customers attention.

“Personal content, one-to-one, that’s forming a relationship” Deidre Winter

Unfortunately, we’ve all experienced a saturation in emails broadcasting offers or click baiting their way to better open rates. There is a tendency to rely less on personalised, data driven content within emails. Direct mail is more of an investment which encourages thoughtful, relevant and personalised content.

Loyalty often springs to mind when thinking of Direct Mail but this channel can also be utilised in Acquisition. A data list can be purchased of potential customers addresses allowing further segmentation to narrow down the most relevant participants and sending a message or special offer.

“Hi, we don’t know you but we want to know you.” Deidre Winter

Direct mail has shown an ROI of 29% which may not seem high but if you compare that to Social Media (30%) or Paid Search (23%) the numbers are punching their weight!

One thing is for sure, our client mailing volumes indicate that creative direct mail is not going anywhere. So the question is, how does direct mail fit within your integrated marketing strategy for 2021?

You can view the full article here.

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