The Challenge: All businesses want to engage in sophisticated multichannel marketing, but many are forgetting about the power of direct mail as a vital element of their media mix.
As we reported earlier this year, a recent Direct Marketing Association study found that 93% of marketers using multiple channels indicated they have attempted to integrate their messaging, but only 27.4% of these said their efforts are ‘effective’...”
Data-driven marketers shouldn’t ignore the evidence: consumers want direct mail to be part of their multichannel mix. Many common objections to this channel among “digital-only” marketers are at odds with the evidence:
Epsilon's study found that, "despite direct mail's reputation for being 'old school' or expensive, it is the top choice of U.S. and Canadian consumers for the receipt of brand communications in almost every category, ranging from 'health to household products, to household services, insurance and financial services.'"
Nor is this true only for technophobes: Epsilon found that "the preference for direct mail also extends to the 18-24 year old demographic."
Search and social media allow us to send the right message to the right person at the right time, but the right channel isn't always online.
Extensive testing for clients by our company determined that while the Cost per Piece is clearly much higher for Direct Mail than Email, the yield from direct mail efforts are often far greater, i.e., sales per 1000 names. Therefore, total sales from direct mail are often significantly higher than email.
Forward-thinking marketers should evaluate the potential value of direct mail as a component of their multichannel mix. It may not be effective for all businesses, but it just might be right for yours.