![]() Sales catalogues and print magazines may often be thought of as marketing strategies of the past, but they’re making a major comeback for good reason: According to the Data and Marketing Association’s 2018 Statistical Fact Book report (released in January 2019), catalogue response rates rose that year as much as 170%. Brand-centric magazines like Air Canada’s enRoute are a familiar staple on flights. People still love getting their Canadian Tire, The Bay, and Toys R Us catalogues. Alternatively, coupons or special offers will entice your recipients to visit your brick-and-mortar store or website to shop or donate.( BONUS: Pre-paying for return postage can increase your recipient response rate by as much as 26%.) Reply devices such as self-addressed envelopes or fillable postcards that can be mailed back to your company.Clear and concise copy – avoid any jargon – explaining the reason the mailer is being sent to them specifically.A single-page personalised letter to recipients in a conversational tone.These inclusions create very clear calls to action and entice donors and consumers to act immediately.Įffective direct mail letters should include: Including reply devices such as a self-addressed and postage-paid envelope, postcard, or accompanying coupons make direct mail letters especially effective. They’re so effective, in fact, they’re the second-most popularly used format chosen for direct mail marketing campaigns. Your advertisements are hand-crafted love letters, speaking to their heart and appealing to their wants, needs and values.Direct mail letters are a fantastic way for charities and nonprofit organisations to elicit donations or for B2C companies to sell products. Your audience should always be at the heart of your marketing strategy. Gen Z: A 2019 Epsilon study found that not only do Gen Zers spend more than any other group, they also carry their own influence within their household of spenders as members of their family will often look to them for recommendations and opinions on a product or service.⁴ Personalization goes a long way with this group and direct mailers that utilize variable data printing to include their name and other personal information make a positive impact. Millennials: Though this group is often perceived as being glued to their phones and obsessed with all-things-online, 62% of millennials actually read through advertising mail instead of discarding it and 58% worry less about their privacy with direct mailers than their digital counterparts.⁶ Gen X: Being at the height of their careers, raising families and focusing on living healthy lifestyles, Gen Xers respond well to imagery that depicts this, but are both cautious and conscious about their spending. This group reported that they collect their mail 6 days a week,⁵ so while you have plenty of opportunities to get in front of them, messaging should be quick and to the point. Advertisements depicted as an investment will go far with this group. What defines, and more importantly, speaks to the hearts of each generation?īoomers: With 83% of this generation highly valuing the reliability of mail,⁵ these active spenders find physical mail trustworthy. Love for the agesĮach demographic responds differently to direct mail, which is why the effectiveness of mailed advertisements relies heavily on who is on the other side of the mailbox. In order to best reach your audience, it’s important to know your audience – and how each generation has their own spending habits based on what they value most. While the average customer uses as many as 10 different channels to communicate with brands, they expect a fully tailored engagement experience across all methods of advertisement.³ 84% of customers say that being treated like a person and not a number is very important to winning their business.ĭirect mail is no exception. As the number of different marketing platforms continues to grow, customer expectations grow as well. To the modern customer, being treated as a person and not a statistic is a prominent factor in their decision to do businesses with a company. Sealed with a kiss: personalization matters 50% have tried a new product/service after receiving direct mail for it.81% are excited to see what’s in their mailbox.In fact, 81% of people reported they look forward to seeing what’s in their mailbox, with 50% of consumers having tried a new product, service or establishment after receiving a direct mail advertisement.² With more people staying home, a physical mailer is a great way to reach your audience and keep your business top of mind.
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