ISSUE 01
|
2014
09
Direct Mail’s Power Six-Pack
Digital tools and technologies, like QR codes and personalized
landing pages for response, elevate a simple print project to a
can’t-miss, easy-to-respond-to piece that is well within reach of
small business marketers and nonprofits. “It’s exciting when you
think in terms of print ‘and’ rather than print ‘or,’” says Smith.
Here are Smith’s “pick six” characteristics of direct mail that
make it a powerhouse, and as part of a multi-channel campaign,
can help to drive more sales or donations, enhance customer
relationships and deliver long-term return on your investment:
1.
List availability and reach
| The ability to target by
geography, interests, specific demographics and lifestyle
characteristics gives personalized and relevant messaging
laser-sharp focus for improved response. Alternatively,
no-list mailing to a defined geographic area is an
affordable, fast and effective strategy for local businesses.
(See page 5.)
2.
Low nuisance/low threat
| “There are some products that
are just better presented through mail,” says Smith. “Some
websites can be hard to navigate, and there is some fear
with digital privacy. It doesn’t mean we are going to stop
shopping online. We’re just more aware.” Smith advises
all marketers to have email in their arsenal for nurturing
relationships and special promotions, recognizing that
there can be suspicion among customers and prospects
who have a preference for physical mail.
3.
Physicality
| Research firm Millward Brown studied how
the brain responds to physical and virtual stimuli. “The
research revealed that engagement with a physical piece
shows more brain activity than with digital views,” says
Smith, “suggesting that physical material is more ‘real’ to
the brain and involves more emotionally vivid memories.
It’s important how people feel about your brand and it
helps with recall and should help with motivation.”
4.
Higher response rates
| Physicality, says Smith, may
positively influence the effectiveness of the call to action.
In its 2012 Channel Preference Study, ExactTarget
reports that 65% of consumers made a purchase as a
result of a marketing message received through direct
mail. The same study found more than 60% of U.S. and
Canadian respondents agree they enjoy getting postal
mail from brands about new products.
5.
Flexibility of format
| Mail is highly adaptable to your
audience and campaign objectives. “There is so much
range in telling your story in print,” says Smith. “Digital
messages can sometimes look sterile. A mail piece
supports long and short content, and different paper
textures, inks and finishes all work to make the emotional
connection that is so powerful.”
6.
Long shelf life
| A tangible piece that can be set
aside and picked up later or passed on is appealing in
households and businesses, Smith says. “Yes, you can
forward an email. But days or weeks later, that’s history.
There’s another email right behind the one you just got.”
n
4
Epsilon,
Q2 2013 Email Trends and Benchmarks
