Why Your Clients Shouldn't Be Overlooking the Power of Direct Mail

BY Rachel Cagle
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We all know that digital’s success has been climbing over the years, but where does that leave traditional advertising media, specifically direct mail? The answer: ripe for your clients’ use, according to Daphne Sidor's article, “3+ Intriguing Direct Mail Statistics to Help You Plan for 2018.”

Think about your evening schedule for a moment. You probably stop by your mailbox on your way in from work and then shuffle through the contents as you settle in for the evening. According to the U.S. Postal Service, the number of pieces of mail delivered each year is in decline, falling steadily from 212.2 billion in 2007 to 154.3 billion in 2016. Over those same years, marketing mail has made up approximately half of all mail delivered. While this may seem discouraging, it’s not. This data means that the number of direct mail ads are also in decline and it will be easier for your clients’ marketing mail to stick out.

Direct mail is also viewed by the public as more understandable and more motivating than digital ads, according to 21% and 20% of respondents, respectively, to a Canada Post study. Physical mail also holds the receiver’s attention for nearly 40 seconds, while email only does so for roughly 25 seconds, video pre-​roll for about 16 seconds and display for less than 10. This extra time also gives the brand that sent the direct mail a 29% higher recall.

Traditional mail pieces seem to stand well enough on their own, but imagine the impact of adding them to the digital powerhouses! Compared to campaigns that only use one digital medium, integrated campaigns generate 39% more attention, inspire a 10% higher recall for the brand, and even raise emotional reactions by five percent. If the medium your clients combine with digital is direct mail, which already has a high brand recall effect and draws the reader’s attention for longer, the result is an advertising force to be reckoned with.

So, shout it from the rooftops and set up a meeting to show your clients just how successful direct mail still is.