How Creative Direct Mail Campaigns Can Drive Client Results

BY Rachel Cagle
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It’s 2023; we’re in a digital age! Why should my client use direct mail ads?” For exactly that reason. Creative direct mail ads cut through the digital clutter consumers are bombarded with every single day. And they’re only getting more popular as digital becomes more prevalent in day-​to-​day life. If you or your client have a hard time believing that, here are some stats you should see (and accompanying advertising best practices).

How Creative Direct Mail Campaigns Can Drive Client Results

Direct Mail Stands Out

According to data from Gitnux, “Direct mail has a higher response rate (4.4%) and gets opened more (85%) than email (0.6% and 16.97% respectively), making it more favorable to consumers and more memorable.” It stands out because barely any brands still utilize direct mail ads. So, that’s already a great start to getting your client’s ads opened. If you want to take it a step further, use creative direct mail. Change up the size, shape and color of the postcards or envelopes to stick out from the stereotypically sized and colored ones they’ll be competing with. Throwing in fun and easily noticeable graphics can also help catch and hold recipients’ attention.

Consumers LOVE Coupons

71% of U.S. consumers use coupons whenever they can while they’re shopping, according to a previous SalesFuel blog, highlighting data from Capterra. Also, 91% will often search for coupons before making a purchase online (32% always will). Creative direct mail ads will not only grab and hold consumer attention, they provide the perfect opportunity to send coupons directly to recipients. According to Valpak, the types of coupons consumers want to receive the most from businesses help them save on:

  • Groceries
  • Restaurant outings
  • Clothing
  • Entertainment
  • Pet products/​services
  • Beauty supplies/​services
  • Medical/​health and wellness-​related products/​services
  • Auto (sales and services)
  • Specialty retail products, such as flowers, jewelry, etc.
  • Furniture/​Home goods
  • Banking, financial or real estate services

Chances are, your client’s products or services fall within one of those categories. Add some coupons to their direct mail ads to make them super popular.

Direct Mail Ads Lead to Online Shopping

Adding creative direct mail ads to your client’s next campaign doesn’t mean that you’re committing to a purely traditional advertising and shopping experience. In fact, Gitnux says that direct mail ads have driven 70% of consumers to an online activity. Additionally, they’ve influenced 35% of consumers to make a purchase or donation and another 6–8% to visit the advertiser’s website. So, be sure to add a QR code or URL to your client’s direct mail ads with a clear call to action to take the recipients to the digital space to learn more or make a purchase.

Direct Mail Isn’t Only Popular Among Older Generations

You read that correctly. According to Gitnux, “Gen X has the biggest affinity for direct mail, followed by millennials and Gen Z.” That’s right, the generations that grew up with at least some immersion in the digital world still love getting mail and will take action based on the ads they get.

Direct Mail and Your Client’s Target Audience

Want data on creative direct mail that specifically relates to your client’s target audience? Check out their profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll not only learn what percentage of the audience took action after receiving these ads within the last year, you’ll also be able to look up their opinions on coupons and other forms of advertising and you can blend in to your client’s upcoming campaign. After all, a multichannel marketing campaign is almost always more effective than relying on one ad format alone. And direct mail ads are the perfect jumping off point.

Photo by the blowup