Why is direct mail still such a powerful force?
According to the Direct Marketing Association, it could be that direct mail spurs immediate action, according to a new study from DMA.
As reported by Ishbel Macleod of The Drum, UK consumers are more likely to deal with direct mail immediately compared to email.
Macleod cites a few key figures from the DMA’s report, including these:
79 percent of consumers act on direct mail right away, compared to only 45% of email recipients.
Direct mail is the preferred channel for receiving retail and financial marketing messages.
Three-quarters of mail recipients say that personalization is important in a direct mail piece.
These figures are comparable to preferences found in US consumer studies, and point to the importance of printed direct mail in any marketing mix.
Just as in the States, our friends across the pond enjoy receiving “real” mail – 90% of them claim they “couldn’t live without their letter box.” And even the younger generation, which spends so much of its time online, recognizes that “printed communications will never by replaced entirely by online” while 56% of the population as a whole thinks “print marketing is the most trustworthy” communication channel.
For smart marketers, digital integration remains key to capturing response – after receiving direct mail, 44% of recipients have visited that brand’s website.
While digital marketers may continue to beat the direct-is-dead drum, clearly the public has a different view! It’s time to listen to them and re-embrace our use of this welcome, trusted way into yours customers’ hands.