Best uses of direct mail can do everything from providing marketers with insight into improving their ROI to helping them gain consumer opt-in. Regardless, marketers are spending heavily in direct mail this year. So it’s time to go over these three insights.
Also, as digital advertising increases, marketers are supplementing those channels with direct mail messages, shows DMA research cited by Brand United. Direct mail is growing as a percentage of the mail stream, according to USPS statistics.
And here’s where that direct mail spend is going.
Direct mail is rarely real-time marketing and is often promoting items used by entire households. So not only does it make more sense to use the channel to target households rather than individuals, an eMarketer report shows it makes more dollars.
“Ad Targeting 2018” pinpoints best uses of direct mail, when marketers should pinpoint individuals and when they should go for entire households — or both. On its own, direct mail is best suited to household-level targeting, the eMarketer report released on July 23 reads.
Exceptions prove the rule. Even though direct mail goes to households, personalization to an individual within it can yield 41% higher response rates than “Dear Friend,” illustrates Brand United’s case study about how the Delta Group created that increase for the U.S. Border Security Council. Envelopes showed the recipient’s state in four-color printing and urged recipients to open the mail “to learn how a pending House of Representatives bill would impact the recipient’s state, specifically.” Direct mail recipients then saw how the proposed legislation would affect, for instance, Virginia.
California started it and other states are considering having marketers follow strict rules, akin to the E.U.’s GDPR, on use of consumers’ personal data. For now, the best uses of direct mail are as a way to seek prospects’ permission to market to them using their personal data. As an Aug. 7 piece in UKFundraising points out, that era is at an end in the E.U.
Here’s what U.S. marketers may want to consider from the UKFundraising piece:
What do you think, marketers?