Top 7 Reasons Why Direct Mail Still Works

Physical
Unlike your Website, direct mail is an “active” format. Customers may find their way to your website, but a direct mail piece in their mailbox is a tap on the shoulder that online-only activities can’t deliver. E-mails can get overlooked in a crowded inbox. Plus, consumers are conditioned not to open e-mails from unknown senders for fear of viruses or other technical catastrophes. And direct mail won’t get caught in a spam filter.

Tactile
There’s something to be said for appealing to the senses. Direct mail delivers a tactile sensation that online activity can’t. You can feel a mail piece in your hands. You can hear an envelope or tab tear open. You can see the images and key messages on the printed page. The physical nature of direct mail forces customers to take note.

Targeted
At its best, direct mail is targeted to the customers most likely to respond. The creative can be tailored to different lists — best customers, lapsed customers, new prospects. You can target customers based on specific activities and micro-segment prospects. The more targeted the message and the list, the better the response.

Varied
Direct mail offers a wealth of format options. Depending on the segment and on what you are asking the recipient to do, a postcard, self-mailer or three-dimensional package get results. Direct mail doesn’t have to be solely about getting a sale. For instance, how are you thanking customers? Marketers that send a “thank you” mailing to their best customer segment add significant incremental sales without overtly promoting a sale.

Measurable
One of the key reasons direct mail remains a viable channel is that you can test hypotheses and measure results. While metrics are getting better for online efforts, direct mail still reigns supreme on testing, measurement and analytics.

Personalized
There is something magical about seeing your name in print. And when a name is cleverly incorporated into a mail piece, the result can be increased sales. Personalization techniques can include working the recipient’s name into a headline, or calling attention to products he or she has previously purchased.

Effective
Direct mail works — period. A recent “Exact Target” study conducted by Ball State University revealed that while e-mail plays a vital role in marketing communications, direct mail is still a dominant, prominent purchase driver for different types of customers. In some cases, 70% to 90% of survey respondents made a purchase based on receiving direct mail — for all age groups.