It’s Only Junk Mail if You Use a Junk Strategy
We know more and more of the car-buying process happens online – up to 900+ digital interactions, according to Google.
So you probably think I’m going to tell you to ditch your traditional direct mail marketing and go all-digital for 2017.
Absolutely not. Here’s why:
- Data from the U.S. Postal Service (they should know, right?) says that 98% of residents check their mailbox every day, and…
- According to a study by Epsilon, 77% of people sort through that mail as soon as they get it.
- Researchers at Millward Brown found mail pieces that could be seen and held left a “deeper footprint” in the brain. If that’s true of mail alone, imagine how it could be used to reinforce the messages from your other marketing channels.
- Since no marketing article is complete without mentioning Millennials, let us assure you the generation raised in the digital age is not immune to the lure of direct mail marketing. In fact, while checking email sometimes feels like a chore, 25% of Millennials said reading actual mail is a “leisure activity.”
Cold, hard stats aside, the USPS also says direct mail elicits more emotional responses. Nearly 7 in 10 people report feeling that physical mail is more personal and memorable than digital messages. However, that warm-and-fuzzy feeling is ruined if you send to the wrong name or address.
Which leads us to ways to help make sure your direct mail campaign is a success:
- Use an accurate, targeted list.
- Send offers that are relevant to your audience’s interests.
- Test new creative to find what works best, or use an experienced partner who knows.
- Analyze your results and adjust for next time.