Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Automated Direct Mail Changes the Game," provides data analysis that champions why brands need to implement direct mail strategies into the marketing mix. Today's direct mail techniques are more robust than most realize. In fact, through Variable Data Printing (VDP) technology, the ability to transform print communications on a personal level has never been quicker, easier, or more effective. VDP is the backbone behind today's direct mail marketing initiatives.
Changing the Game
Games change all the time. We can look to the pro basketball arena of the NBA to see how that game has changed. For example, NBA sportswriters, purists, and pundits rarely speak about the great players that have changed the game. Not since the great Bill Russell who changed the center position, or Michael Jordan, who changed the game for small forwards. However, since the retirement of MJ, who has changed the game?
The short answer is Steph Curry. The 6ft-3in Golden State Warriors shooting guard has completely changed the game with his ability to shoot a high percentage of three-point shots off the dribble; not to mention that Curry can accurately and consistently shoot from a farther distance behind the three-point line than any other player in the League. The takeaway here is that three-point shots have been in the NBA for years, long before the arrival of Curry, however, he alone has changed the three-point game.
Similarly, direct mail has been around for decades, and the star player for direct mail that has changed the game is variable data printing aka VDP. Data is the key, as is the case with basketball stats, that provides the foundation for the new print game and moreover how effective those print changes have become.
Direct Mail Marketing Impact
Digital marketing experts and pundits continue to praise online marketing results, and to that point, back their claims with data. We agree, digital marketing delivers results and will continue to evolve to produce quality responses. However, we also contend that digital marketing has become so ubiquitous that many are emptying inundated email boxes before ever reading the content. Consequently, the cost to achieve a breakthrough in the digital marketing world is fast becoming exponentially more expensive.
That said, direct mail marketing is making an impact among a variety of recipients.
- 81% of people either read or scan their mail every day (2010 USPS Household Diary Study)
- Up to 90% of direct mail gets opened, as opposed to just 20-30% of emails are opened (DMN)
- 79% of consumers find reading mail more useful than going online (USPS® Household Diary Study)
- The average household receives just two pieces of direct mail a day compared to 157 emails daily (USPS Marketer's Guide)
- 70% of consumers prefer traditional mail when it comes to receiving unsolicited offers (Direct Marketing Association)
- 82% of millennials view messages printed on paper as more trustworthy than digital (5 Myths About Millennials and Mail)
Those numbers alone should spur the marketing community to revisit and embrace the value of direct mail marketing game-changing capabilities.
Recall, Impressions, and Authenticity
Brand recall is one of the most important aspects of brand building, sales numbers, and emotional ties to any brand or product. All of the elements mentioned above cumulatively tie into authenticity. Direct mail's impact regarding these areas are eye-opening as presented in the following data:
- 70% of people stated that direct mail feels more personal than the Internet (Epsilon)
- 48% of people retain direct mail pieces for future reference (DMR)
- Direct mail has proven to have a more significant emotional impact over digital ads, resulting in a stronger recall as high as one week later (Enhancing the Value of Mail: The Human Response)
- All age groups are interested in direct mail, with 92% of millennials having been influenced to make a purchasing decision by direct mail (National Mortgage Professional Magazine)
- 57% of UK consumers stated that postcard marketing created a more authentic relationship over and above digital ads (Private Life of Mail)
- Affluent households prefer receiving direct mail over email marketing (Sourcelink)
These data points suggest that direct mail marketing is one of the top brand builders in the marketing mix. Several factors drive sales, and in today's world, authenticity and trustworthiness top the charts for most consumers, who deem direct mail as trustworthy and authentic.
Response Rates
Regardless of the medium a brand or marketer invests in; the bottom line points to response rates. Response rates are one of the key performance indicators (KPI) that tells the story of how well or how poorly consumers are reacting to marketing messages. Most significant data points also correlate with response rates. That said, response rates alone in many cases do not necessarily equate to increases in sales but do offer more in-depth insights as to how consumers respond to those marketing messages. Simultaneously, we see that direct mail marketing delivers a high value when it comes to response rates.
- Direct mail increases online donations by 40% (Dunham+Company)
- For every $167 spent on direct mail in the US, marketers sell $2,095 in goods (a 1,255% return) (PRINT IS BIG)
- Direct mail average response rate for pieces sent to former customers is 18.4% (USPS® Household Diary Study), which is significant because a mere 5% increase in retention yields profit increases ranging between 25-95% (Small Business Trends)
- 58% of households with incomes over $65k purchased from direct mail (USPS® Household Diary Study)
The takeaway here is that marketers and brands looking to increase response rates should be reexamining direct mail marketing. Response rates are the gateway to understanding how consumers are perceiving the brand/product value, not to mention, what they may be concerned about regarding their pain points.
Automated Direct Mail Improves Omnichannel Campaigns
We've gone from multi-channel to omnichannel marketing strategies. Multi-channel is still around; however, as personalization has come of age, the omnichannel experience is focused more on providing a seamless customer experience across all channels, as opposed to just having messages on all channels. Insofar as direct mail marketing being able to impact online omnichannel marketing campaigns, the data is loud and clear.
- Direct mail helped improve the lift of online campaigns by 62% (The Little Book of Bigger Returns, Royal Mail Group)
- Adding a person's name and other personalized database information (including the use of full color) increases the direct mail response rate by up to 500% (Canon)
- 60% of millennials expect consistent brand experiences across channels (SDL)
- In one study, marketing campaigns that used direct mail in conjunction with at least one form of digital media, enjoyed a 118% lift in response rates when compared to only using direct mail (Merkle)
- Direct mail combined with digital ads yields a 28% higher conversion rate (Nonprofit Pro)
- Direct mail boosted ROI by 20% when it was included a part of an integrated campaign (The Little Book of Bigger Returns, Royal Mail Group)
While all of these compelling numbers suggest that direct mail marketing is a must-have for any omnichannel campaign, the deeper area of opportunity lies within the data. Moreover, that means combining data sets, such as direct mail data and digital data.
The Net-Net
It's a correct observation that direct mail has declined over the past few years; however, direct mail engagement is on the rise as the volume of direct mail has lessened. Direct mail backed by VDP technology provides personalized messaging that can be in lockstep with digital offerings, thus providing brands with a seamless approach. Therefore, it would be incumbent upon marketers and brands to take a second look at boosting sales, ROI, and consumer engagement by adding direct mail marketing to the game. The marketing game is changing. To that point, automated direct mail is the equivalent of Steph Curry's half-court three-pointer. Are you ready to change the game? Thanks for reading "Automated Direct Mail Changes the Game."
Let's have a conversation about direct mail marketing strategies, printing, transactional documents, variable digital printing, brand equity and unified marketing collateral during our next Open House. We invite you to join us on Thursday, August 29, 2019, for an hour or two, anytime between 10:30 am to 3:30 pm. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct has an official USPS certified bureau located within our offices that will save you time and money. Moreover, if you bring us your files, we will create a demo file for you. For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it..
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