Direct Mail Isn’t Sexy … But It Works!
The latest AdReaction study on consumer opinions and perceptions of advertising finds that US consumers are likely to view offline media ads most favorably, and hey, this isn’t new news.
We all know that direct mail is a very powerful part of our marketing campaigns, but there has been so much hype about going digital – about “being there” just because we can – that we have morphed ourselves away from the facts.
- 81% of recipients read or scan their mail daily
- 79% of consumers find reading mail more convenient than going online
- 58% of households with incomes over $65k purchased from direct mail
- 65% have purchased due to direct mail vs 20% from Facebook and 16% from text
- 64% of people having received something in print subsequently searched online
- 91% of people have unsubscribed from an email they originally opted into
- 81% of Facebook users have unliked or removed Facebook brand posts
- 80% of consumers prefer healthcare information by mail
Scientifically proven – newsletters work! And it’s no surprise to read that physical material involves more emotional processing which is important for memory and brand associations, proven by a recent study by Millward Brown.
- When presented with a physical ad (i.e. newsletter), more processing takes place in the part of the brain involved in the processing of emotionally powerful stimuli and memory. (Noted by the red areas versus blue representing virtual ads.)
- Physical activity generates increased activity in the cerebellum which is associated with spatial and emotional processing (as well as motor activity) and is likely to be further evidence of enhanced emotional processing.
The research strongly suggests that greater emotional processing is facilitated by physial material.
The good news is, you’re doing the right thing. Direct mail is engaging, dynamic, and effective. And trackable – allowing you to monitor impact and return on investment. It’s also less competitive. The average household receives only two direct mail pieces per day compared with 157 emails. With the right frequency, the right target and the right message aligned to your goals, your numbers will tell you the truth. Call your Account Manager today for free advice on how to improve your results – and your profits – in 2013!
*Sources: USPS Household Daily Study, ICOM, Millward Brown, Print In The Mix, Pitney Bowes