Daria Nepriakhina via Unsplash
“Direct Mail is dead.” “We live in a digital world, everything is going to be paperless soon.” “Who even reads their JUNK mail?”
With all this talk about direct mail being dead, I can’t seem to find the facts to support it.
Based on a 2015 report from InfoTrends, Direct Marketing Production Printing and Value-Added Services, 78% of individuals think direct mail is effective, 66% of direct mail is opened, and 82% is read for a minute or more. And this holds true for the Millennial generation, specifically. A 2016 report from USPS, Still Relevant: A Look at How Millennials Respond to Direct Mail, states that 84% of Millennials take the time to look through their mail, and 64% would rather scan for useful information in the mail than in email.
These statistics alone support the statement that Direct Mail is not going out of style just yet. But wait, there’s more!
From the 2016 Still Relevant report from USPS, 77% of Millennials pay attention to direct mail advertising, and 87% like to receive direct mail. If that isn’t enough, Royal Mail MarketReach used a steady-state topography to study brain response and found that compared to email, mail had 32% greater engagement, 22% greater emotional intensity, and 32% greater long-term memory encoding. Talk about a lasting impression!
And if all of the above doesn’t make the case for why Direct Mail is far from being dead, here are another 7 reasons from B2B Marketing:
1. Nothing grabs attention like the printed word
2. Ideal for customer retention
3. Can be highly personalized
4. Highly versatile
5. Easy-to-track results
6. Campaign solutions available online
7. Proven track record of success
Want help with your direct mail packages? Innovairre is here to assist!
Victoria Mulherin is a Marketing Sales Analyst at Innovairre Communications, which supports more than 500 nonprofit organizations around the world. Contact us at Answers@ Innovairre.com. And follow us on LinkedIn and Twitter.