6 things you should know about direct mail.
1. It’s collectable
86% of people like keeping catalogues and referring to them. This doesn’t just apply to hoarding Harolds. Catalogues and booklets are a fantastic way to display a range of products like jewellery, beauty, food, clothes, gifts and homewear. Deliver them to residential addresses where they’ll be kept on the coffee table ready to be browsed when the time is right.
2. It’s persistent.
45% of mail stays in the home for over 4 weeks. Whether that’s because Karen is not so hot on her recycling, or she just really liked the font, it’s not clear. But it makes sense that a beautifully designed, eye-catching piece of mail will likely end up displayed on a fridge or up on a mantlepiece for a month or so, no matter who’s it’s from.
3. It increases credibility.
70% of people said mail, rather than email, makes them feel valued and gives them a better impression of the company that sent it. Putting together a nice piece of direct mail takes time and effort. If you’re taking that much care over your mail, people will assume you’re serious about looking after your customers too.
4. It’s engaging.
Mail will be read and re-read over 4 times on average. Make sure your message is on point. The chances are it will be read more than once. You have a captive audience at home. Distractions are welcome. Especially when you’re out of loo roll again and you’re waiting for Janice to return from the supermarket.
5. It’s a trigger.
41% of UK adults searched for more information about a company online as a result of receiving mail in the last 12 months. Unless you’re spending a fortune on Google adverts, it’s unlikely that many customers will come across your website by accident. Use direct mail to help drive traffic to your website and capture new leads with a simple leaflet drop.
6. It’s effective.
25% of UK adults bought something, made a payment or sent a donation as a result of receiving mail. That’s 1 in 4 people taking direct action after getting a piece of direct mail. If that was your mailing. What would that mean for your business?
Direct mail can take many forms. From booklets, newspapers, postcards to leaflets and branded envelopes, the choice can be overwhelming. But we can help. Talk to your local printing.com studio about how to best use direct mail as part of your next marketing campaign today.
Sources: Touchpoints 2019: SuperHub Database – ©IPA 2019 | Kantar TNS 2017, Mail in Uncertain Times | JICMAIL Item Data Q2 ’17 to Q3 ’19 and Q4 ‘19 | Royal Mail MarketReach, Neuro Insight, 2018 | DMA 2019