Direct Mail Statistics You Can Use
A recent study by Vertis Communications in Baltimore found that 46% of adults responded to direct mail in 2007. This remains steady from 47% in 2003. So what does this mean to you?
It means that Internet has not yet taken over the world of marketing and you can and should still use direct mail as part of your marketing strategy.
The study surveyed 2,500 adults to measure general and industry-specific shopping trends. You can use the study’s findings to create an effective postcard marketing campaign or any kind of direct mail campaign.
Here are some more findings to consider as you design your direct mail campaign:
72% of adults said they have replied to direct mail pieces that contained a “buy one, get one free” offer. This means direct mail pieces that include an irresistible offer will get results. Also, it indicates that the word “free” is more appealing to people than a discount. The study found that 63% of people have responded to direct mail that offered a percentage discount on a purchase. This also indicates that you should include an offer in many, if not all, of your direct marketing pieces.
57% of women age 35-64 want companies that they’ve indicated interest in to follow up with direct mail pieces that are personalized for their needs. 38% of men age 35-49 prefer generic direct mail pieces when they’ve indicated interest. Is your target market made up of mostly men or women? The gender of the recipient of your direct mail obviously will influence the content of your copy and the form you send it in. For women, you would be better off sending a brochure, with details about how you can solve their exact problem. For men, a postcard printing piece will do, with general information that you would want everyone to know about your product.
85% of women age 25-44 read direct mail pieces. If you’re sending direct mail to households, it’s best to address them to the woman living there. You’ll have a better chance of your piece being read, and she’ll probably relay your message to her husband or others in the household after reading your piece. And, you can choose the right words and graphics to market to women just by doing a little research on the Internet.
Also, according to the Direct Marketing Association’s 2005 Postal and Email Marketing Report, 43% of direct marketers said that their up-front gross response had increased from 2002 to 2003.
So, what does all this mean for you? Even though the overall direct mail response rate hovers around 1-3%, it doesn’t mean it can’t work successfully. There are plenty of people willing to respond, you just have to create great direct mail pieces and direct them to the right mailboxes!
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Print Article | Download PDF | 9 views | Jun 27 2008
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