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The Inherent Strengths of Direct Mail

June 20, 2012 | Comments: 0 | Views: 159

The Response Rate 2012 Report published by the Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% response rate, compared to email's average response rate of 0.12%.

Depending on how one crunches the numbers, direct mail has a response rate 10X - 30X greater than email - and even higher when compared to online display advertising.

Despite the numerous naysayers, direct mail continues to thrive as a marketing channel. Its success can be attributed to the following strengths of direct mail as a marketing channel.

The "Mail Moment"

According to a survey conducted by USPS, 98% of people read mail daily and 77% of these individuals read their mail at the very first opportunity to do so. The same study revealed that 55% of the participants said receiving mail is a real pleasure and they look forward to receiving mail. This reflects a positive outlook towards snail mail and unparalleled marketing opportunity to reach consumers and communicate your message.


Direct marketing enables marketers to connect directly with target audiences and key prospects. Innovative database technology provides businesses the opportunity to use multiple filters to pinpoint the people or businesses most likely to purchase their product or service. These segmentation capabilities allow you to tailor your communications precisely to your target audience, ultimately ensuring that your target audience receives relevant, timely messages, which significantly increase the likelihood of campaign success.


Mail engages prospects by placing relevant messages into their hands. Recent breakthroughs in technology now allow marketers to appeal to their prospects through a combination of the five senses. From tactile devices, to fragrances, sound cards and even food samples, mail offers an unprecedented opportunity for creativity that doesn't exist in other marketing channels. And because direct mail is tangible, it conveys a level of value that's not easily attributable to other marketing media.


Individuals like to be recognized for their unique characteristics. Generic mass-marketing is incapable of addressing differences in traits between individuals. With personalized mail, the power of Variable Data Printing (VDP) technology enables marketers to develop customized messages that speak directly to each prospect's individual needs and wants.

Today, using VDP technology, Marketers can create highly-customized full-color marketing pieces that look as if they have been expressly designed and printed for a single person.

Elements such as text, images and graphics can be easily changed from one marketing piece to the next to deliver extremely targeted, relevant messages that speak directly to each prospect on a very personal level.

The use of personalization has a proven impact on campaign performance and ROI. One study by Info Trends/Cap Ventures revealed that personalized mail generates a 300% increase in response over non-personalized direct marketing campaigns. This study clearly demonstrates how incorporating personalization into a direct mail campaign will dramatically increase response rates.


Direct marketing offers an array of flexible options, from brochures and postcards to multi-dimensional and scented mailers. With a wide spectrum of solutions, marketers can develop and deploy direct marketing campaigns that make bold, powerful impressions on their prospects.

Multi-Channel Marketing

Personalizedmail via VDP technology is often used as stand-alone marketing. However, it is extremely effective when used in conjunction with PURL's and other response vehicles to create a true multi-channel campaign. Successful multi-channel campaigns rely heavily on direct mail as a first step to deliver a compelling call-to-action that generates high response rates through any channel, whether it's the mail, the telephone, in-store or online.


Success can only be achieved if it is measurable. As accountability for marketing spend continues to pressure marketers, the need to use measurable marketing channels is ever-increasing. Direct marketing is one of the most measurable of all media channels, allowing marketers to track results from initial response rates through the entire customer life cycle.


Because of its strong performance, direct mail remains one of the most cost-effective marketing channels. Whether simple or complex, a direct marketing campaign continues to be a wise investment that yields substantial ROI.

Oliver Gagnon Principal T.800.810.0572

Source: EzineArticles
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