Direct Mail Is Alive and Well
— and Very Effective

The main thing that keeps many companies from using direct mail is a myth. In this myth, digital native millennials and Gen Zers only pay attention to digital media. Forget that snail mail relic. Enter marketing research to spoil the plot. Below, we’ve gathered a bunch of bullet points (backed up by research) that show just how very effective direct mail can be—for ALL generations—when it’s done right.

Mailbox Versus Inbox

Have you checked your inbox lately? It crams with spam faster than an army of sugar ants converges on spilled honey. Most of those emails get tossed with barely a glance. The average open rate hovers between 15% and 25%. Bear in mind that’s for a subscriber list: recipients who’ve opted in to receive your emails. The average clickthrough rate is about 1.5%. In other words, email 1,000 subscribers and 200 will open it, while 3 will click through to your site. Not bad, but you can do even better.

We recommend post card mailings for many direct mail campaigns. There is no open rate because...there’s nothing to open. A well designed oversized postcard attracts oversize attention and engagement. People feel it, read it, keep it, share it. Neuroscientific research shows us that holding something in your hand is far more effective than a fleeting glimpse of a digital image; it’s called the “endowment effect.” The stats below show the advantages.

Hybrid Campaign Synergy Works Like a Champion Team

We’re not suggesting discarding digital for print, but for combining the strengths of the two. Every player on a winning team has their position and strengths; the same is true of marketing media. Direct mail links via QR codes to website landing pages. Social media and online ads back up the brand/offer and give it credence.

The Stats:

• 9 out of 10 consumers engage with promotional mail (USPS)
• 56% of consumers of all generations have made purchases because of mail they received (NAPCO Research)
• 56% of consumers tried a new business after receiving a direct mail piece (USPS)
• 88% of millennials regularly read their mail; 40% regularly purchase items featured in mail ads (USPS)
• 33% of consumers have googled a product or service advertised in direct mail (SeQuel Response)
• 73% of consumers say they prefer direct mail for brand communication because it’s more tangible than digital ads. (A 2021 study by the Direct Marketing Association)
• The 2021 response rate for direct mail was 5.3%. (DMA)
• Direct mail has an open rate of 42.2%. (Print & Mail Communications Association)
• 69% of consumers surveyed engage with direct mail weekly or daily (SeQuel Response)
• 41% of consumers have visited a website mentioned - or linked by QR Code - in a piece of direct mail (SeQuel Response)
• 41% of consumers look forward to checking their mail everyday (Statista)
• 40% of consumers enjoy learning about new brands/products/services through mail (SeQuel Response)
• Direct mail response rates are twice as high as digital ads (ANA)

Snow B Designs, the mom-run marketing agency of seasoned industry pros has a few decades of tricks up our sleeves. Some new, some tried and true. For a more in depth conversation about what an integrated Direct Mail + Digital campaign can do for you, contact us today.

We work like a mother for you!