News & Insights

5 Advantages of Direct Mail

12 May 2016
By Kim Sullivan

Ever since mail has been delivered to people’s doors, it’s been one of the most effective ways for brands to get in touch with their customers. However, since the emergence of email marketing, direct mail marketing has taken a more reserved place in the world of promotional content. That does not necessarily mean that direct mail marketing is not useful, and it does not mean that email marketing is a better form of marketing. In a post on his website, John King shows an interesting twist to direct mail marketing that can help maximise profits on a direct mail marketing campaign. For many people, direct mail is still the superior form of marketing. Here are 5 key advantages of direct mail marketing:

1.Direct mail is opened

According to FastMap, 9 out of 10 people open direct mail. Whereas email open rates range from 14.05%- 28.8% (MailChimp).

2.Direct mail makes people act

Direct mail is the most likely form of communication to get a response from a customer. It comes as no surprise now when businesses use solutions such as a handwritten letter service to get the attention of their audience, especially as this can be seen as an effective way to get campaigns seen and read. Response rates range between 54-83% of all mail opened, depending on the relationship with the sender (Print Power).

3.Direct mail is memorable
In Kantar Media’s TGI survey, 80% of respondents said that they can remember seeing or reading advertising mail sent to them in the last 4 weeks (TGI Kantar Media, 2014).

4.Direct mail is trusted

Between 7 and 8 out of 10 people think print is twice as trustworthy as its closest rival- email- as well as providing better personalisation and content than any other medium(Two Sides).

5.Direct mail increases ROI

Royal Mail research found that when mail was included in the marketing mix, the total communications ROI increased by 12%.

At Positive we provide the complete direct mail solution. From data cleansing and management to personalisation, printing, stock management and delivery.

All of our services are carried out on site to provide a seamless, cost efficient and high quality campaign.

Call us today to discuss your next direct mail campaign on 020 8544 5500 or email hello@wearepositive.com

For further information visit our direct mail page.

Related blog articles:

Is direct mail still effective?

How to Re-engage Your Customers with Direct Mail

Positive Images CBC accredited for direct mail

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