Advertising. Just the word conjures up white males in a room thinking of new ways to entice the public to buy a product. Or maybe that’s just Mad Men. Either way, advertising is seen, in some circles, as a dubious practice in which statistics are made up to convince the public to buy a product.
But it is more than that. Much more. It is a discipline derived from statistics. And there’s creativity with it as well. An advertiser can know all the numbers, all the data, but they might struggle without creativity to put it all in the right package to sell their or their client’s product.
That’s where certain advertising domains come in. What is more creative than deciding and designing an ad that is supposed to go into a different medium? Or perhaps several mediums. Today, due to the Internet and the Internet revolution, there are more advertising mediums than ever. There is social media. There are banner ads. And more.
But a single medium has thrived over the years that people will not expect. It comes in the form of physical mail and has just a few simple words on it that entice someone to buy or approach a company about buying a product. It is called direct mail advertising. And there are some statistics to show just how effective it is.
- 66% are more likely to remember to use a voucher if they have a physical copy to carry around.
- 92% of shoppers say they prefer direct mail for making purchasing decisions.
- Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).
- According to a USPS study, over 60% of direct mail recipients were influenced to visit a promoted website, with the greatest influence on first-time shoppers.
- At 5.0%, over-sized postcards have the greatest response rate over other mediums (followed by postcards at 4.25% and dimensional mailings at 4.0%).
- In a neuro-marketing research project, Canada Post found that recall was 70% higher among participants who were exposed to direct mail rather than a digital ad.
Direct mail is effective. According to one statistic, more effective than four different Internet advertising avenues. Say goodbye to mobile advertising, email advertising, social media advertising, and Internet display advertising. Direct mail gets the top slot. Sure, it is a struggle to reach the same amount of people. But it is more effective.
What is more surprising is how many millenials pay attention to direct mail advertising. According to one survey, 77% of millennials pay attention to direct mail advertising. And 90% of millennials feel that direct mail advertising is reliable. There is a trust factor with direct mail advertising that might not be there with Internet advertising.
Those who feel that direct mail advertising is more effective will be more likely to follow up on the ad. This is common sense. But it may be difficult to catch their attention. A person receives a great deal of mail, after all. So what are the tools that a direct mail advertiser will use to capture attention? One is fairly simple.
The use of pictures in direct mail advertisements is prominent. If there is a doubt, check the direct mail advertisements next time you open the mailbox. There are pictures big and small, lots of graphics, different font types, and big words in bold colors. Attention getting starts with the eye rather than the head. Capture their attention and you’re gold.
Direct mail examples include the following: A car advertisement that proclaims a sale on their lot; the annual Christmas card greeting followed by a lead to visit a website; a credit card company’s statement that in fact, you are approved; a postcard to visit the eye doctor, complete with colorful font.
There are more direct mail examples to be sure. Direct mail examples span the horizon of different companies. They show that companies are willing to put in the work for one postcard, with the ability to send it to thousands of people. Other direct mail examples include the water bill company or the pet store company. There are many.
Other methods include digital printing, direct mail postcards, print services, and direct mail lists. These are all methods or names of the direct mail method.