Tuesday, February 07, 2012
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Direct Mail VS Other Medias

Why Mail Still Delivers

 

Despite the impact of the Web and the importance of multi-channel communications, direct mail remains the workhorse of direct response. A few statistics tell the story:

  • 86% of consumers prefer to hear about new products from direct mail as opposed to 4% who prefer the Internet and 6% who prefer in-bound telemarketing.
  • 55% of people look forward to receiving direct mail... more than twice as many who feel the same about e-communications.
  • Direct mail is trusted 2-to-1 compared with other media.
  • 67% believe direct mail is more personal than other media.
  • 64% of people order products from direct mail they received within the past 30 days.

The “why” behind the numbers
A recent study of the psychology of various media showed that mail is preferred over other media because they feel more in control.

Broadcast advertising interrupts programming. E-communications arrive unbidden and proliferate at such a pace that consumers feel compelled to deal with them immediately.

Direct mail, on the other hand, is physical, tangible and unique. Thus, it can be viewed at the time and place of the readers choosing, free from distractions and competing messages.

Lessons from mailbox
The authenticity of these findings can be seen every day in the competition of commerce. A few examples drawn from our own experience...
90% of their customers said they welcomed hearing from the client. Telecommunications
One of the phone company giants was emerging as the winner in the intense battle for customer acquisition and retention. In order to maintain and widen their margin, they were communicating with various customer segments on an almost monthly basis. The client developed a concern that this might be too much communication, and so commissioned a survey. The result: nearly 90% of their customers said they welcomed hearing from the client. Even if they didn’t act on a particular offer or opportunity, they felt it showed that the client appreciated their business and was looking out for their best interests.
direct mail combined with Web and e-communications support. Pet Foods
A leading super-premium pet food brand, for which we created direct mail campaigns that delivered a 3-year average response rate of 17.5%, launched a brand extension with online only promotions. After one year, results were less than 50% of objective. The brand was then successfully re-launched with direct mail combined with Web and e-communications support.
campaigns as providing the most efficient and effective means for growing their business. Healthcare and Banking
A major west coast healthcare provider, along with a bank holding company with both consumer and B2B objectives were clients we shared with one of the most respected general advertising agencies in the world. The top management of both clients went out of their way to credit the direct mail campaigns as providing the most efficient and effective means for growing their business. In the general vs. direct arena, that’s a virtually unheard of event.
More than any other media, direct mail combines preference and credibility – along with a singular ability to tailor offers and messages to various audience segments. And, because it is physical and tangible, it has a longer shelf life than any other medium. Thus, while not the newest kid on the block, it’s still the biggest in terms of unique attributes that build relationships and drive revenue.

 

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