8 Reasons direct mail is effective marketing channel
(And how Programmatic goes beyond)

direct mail is effective The business world has evolved into a digitally-led communications ecosystem, where most marketing, regardless of a B2B or B2C target, is mostly conducted online. Direct, indirect or re-targeted,  full interactions from initial discovery to feedback are processed through computers and phones.
Though most companies have adapted to modern fashion, responses and results are no longer hitting objectives due to digital fatigue and saturation in the marketplace.

Standing out now requires personalisation via data and empowerment of the customer via strengthening the relationship & retention. So how can we do this?

This article covers  8 reasons why Direct mail is making a big return as a viable channel, and how Programmatic Direct  Mail compares on top of that. 

1. High Response rates 

According to figures from the direct mail sector, response rates have been rising over the past 10 years. The figures are 5% for prospect lists and 9% for housing lists. Compared to other marketing channels, that is far superior. The following closest rivals are sponsored search (0.6%), followed by social media (0.4%). How would you rate email marketing? Unsurprisingly, email has a response rate of only 0.1%. Therefore, the greatest option for obtaining the feedback you want for your marketing initiatives is direct mail. Results of direct mail marketing are available in The Wall Street Journal. A channel with 37% more responses is this one. Direct mail is a smart investment if you want to get the most bang for your marketing buck.
Going one step further, in 2022 we can optimise our direct mail by having data from E-commerce websites personalise and programmatically deliver targeted mail to the right people, Paperplanes attains a 10% more response rate compared to classic promotional mail marketing. 

 

 

2. Physical Appeal of direct mail  

Consumers have become weary of getting emails, as we discovered. Because people are accustomed to receiving numerous messages on their electronic devices, they are experiencing email fatigue. Over 120 emails are sent and received daily by the typical office worker. They almost never bother to learn where they come from or what they stand for. As a brand, you’d best have your headlines and personalisations on point because consumers will scroll quickly. Direct Mail however is different. It has a marketing benefit because it is tactile. Because consumers enjoy engaging the sense of touch, direct mail helps to establish a relationship between a company and its target market.

Email fatigue, on the other hand, is much more common among consumers. According to studies, almost 75% of people experience inbox overflow due to the volume of messages they receive. To even stand a chance of having their message opened, let alone read, marketers must rely on attention-grabbing subject lines and customisation.

Typically direct mail marketing is made in the form of one-size-fits-all cookie-cutter generic content or offers. And though the physical appeal of mail connects the consumer to the brand more, and keeps the mail at home for several days – Imagine the impact of receiving a personalised mail piece displaying the very product or complimentary product that they needed and were interested in. 

 

3. High ROI 

Now for the evidence: return on investment. According to statistics, marketers can expect to generate $2,095 in sales for every $167 they spend on direct mail. Thus, their ROI is a staggering 1,300%. There’s no questioning the outcomes, even if your numbers will undoubtedly vary depending on a lot of variables (like how much you spend to make your advertising fantastic). In order to determine direct mail’s efficacy, it also helps to compare it to other marketing methods, much like response rates. Email provides a good return on investment but imagines how many wasted messages have to be sent to generate a few returns. Even though the channel is low-cost to use it doesn’t mean you are not annoying or frustrating customers.

If we look at CPA (Cost per  Acquisition) average E-mail marketing has proven to be roughly £42. Paperplanes programmatic mail campaigns have a mere £10 CPA, only 1/4th of the cost!

 

4. Direct Mailing has a more appropriate volume and timing

Finding information by “surfing” the web has changed over time. Our attempts to recover information are frequently hampered by a variety of distractions. Pop-ups instruct us to do one thing or another depending on our behaviour. As we navigate through a website, it is challenging to piece together a story because of embedded adverts. We’re merely looking for solutions to our issues when we don’t need any more issues. Because of this, 26% of internet users have ad blockers installed. They are fed up with the hassle. Additionally, it explains why paper marketing does not suffer from the  “irritating” factor that internet marketing does. We discussed how Royal Mail affirms that people appreciate receiving mail. are frequently appreciated by customers.

 

5. Direct mail is checked more often and sooner than other mediums

According to studies, customers don’t waste time perusing their daily print mail. People go for their stack of letters and packages with an interest in knowing what is inside. Nearly 80% of individuals dig through their mail right away, according to statistics on direct mail marketing. Additionally, the likelihood that mail will be opened increases if there is a package or sizable envelope inside. This kind of direct-to-consumer strategy is not offered by any other marketing channel to brands. Your marketing plan will be successful when you “do” direct mail properly, much like the most effective direct mail campaigns.

*Paperplanes Programmatic Mail has a staggering 79% of users taking immediate action by at least skimming through the personalised letter. *

 

6. Direct Mail Marketing can be digitally integrated 

As we have outlined Direct Mail is less intrusive than internet marketing. However, that does not imply that you should completely abandon digital marketing. In actuality, a comprehensive marketing plan combines print and digital marketing meaning there shouldn’t even be a direct mail vs. digital marketing discussion. As the ultimate multichannel marketing mix, using both simultaneously is the optimal course of action. Customers will spend three times as much if you send them direct mail and add a digital call to action, such as a URL or QR code to complete the CTA. That alone ought to be motivation enough to use a multichannel strategy when choosing your marketing platforms. Your marketing strategies will be more successful if you combine direct mail with digital elements.

 

 

7. Direct Mail marketing works great with non-profit organisations

Direct mailers should raise donations to charitable organisations if they can motivate people to take action. Consider the mail you’ve gotten from charities. It can come from a children’s charity or a local shelter for the destitute. What’s the first thing that comes to mind when you pull out your wallet and get over a distressing message (assuming they employed a competent copywriter)? You want to know if you can put your trust in them to spend the funds as promised. Does this charity really exist? What is their standing?

Here is where direct mail really excels. Consumers trust direct mail more than any other marketing channel, by about 56%. Additionally, it is incredibly cost-effective, trackable, and targeted. Nonprofits upped their donations by as much as 40% as a result. Are NGOs able to effectively use direct mailers? They certainly are. Simply, including them in your overall marketing plan is a no-brainer.

 

8. Direct mail works across multiple industries


The best beauty of direct mail marketing is that it is suitable for almost any type of company or organisation. All you generally need is a strong message, a compelling offer or need, and a designatory address.
This can be great for generalised promotions or customer acquisition through partially addressed mail. But to truly reap the benefits of personalisation and data, attaining results above and beyond the mail channel capabilities via programmatic technology – you should ensure your direct mail prog is responsive to your store to your eCommerce platform.
Programmatic personalisation via website data tracking will enhance the customer’s overall experience of your brand and the website offering across multiple sectors.
Retail, foods & drinks, FMCG, OTC pharma, hospitality, tourism & travel – you name it!


If you’d like to know how compatible or how well programmatic mail can be integrated into your marketing strategy, get in touch with us via the button below