In its 2022 Promotions Calendar, the United States Postal Service (USPS) encourages direct mail organizations and marketers to leverage new technology and print techniques to drive engagement, ROI, and response rates. In communicating across platforms, you can ensure that consumers receive and engage with your content in a way that’s most convenient for them. Direct mail should support a multi-faceted campaign that includes social media, blogging, and other marketing techniques. In modern marketing, it is key to engage users over multiple platforms, otherwise known as omnichannel communication. Marketers today must utilize the sophisticated data and technology available to tailor mailpieces to consumers’ unique needs, appropriate time deliveries, implement head-turning graphics, and more. This goes beyond simply putting the recipient’s name at the top of a postcard. What’s clear is that the best way to maximize the effectiveness of direct mail is by focusing on personalization.
The average consumer wants personalized information that is tailored and relevant to them, and with today’s modern printing technology, your business can make this a reality.Īccording to a report from media company SG360° titled “ The Future of Direct Mail: An Opportunity for Unified Marketing Strategy,” 72% of surveyed consumers “feel positive about receiving direct mail,” with the leading reason being that it was “relevant to their needs.” The majority of the 28% of respondents who said they do not enjoy receiving direct mail, stated they “don’t find marketing mail useful.” Here are seven keys to a successful direct mail marketing campaign in 2023. According to the 2022 Response Rate Report from the Association of National Advertisers (ANA), letter-sized envelope campaigns generated 112% ROI, compared to SMS (102%), email (93%), paid search (88%), social media advertising (81%), and digital display advertising (79%).Įven with direct mail’s enduring success, it’s important for businesses and marketers to evolve their strategies as technology continues to improve. Recent research demonstrates the leading value of direct mail campaigns in driving ROI. An impactful addition to your marketing strategy as any, direct mail has proven to significantly boost response rates, return on investment (ROI), and overall engagement.Īccording to a report produced by Data & Marketing Association (DMA), an industry trade organization, direct mail yields higher response rates for house lists (9%) and prospects (5%) than email, which has an average click-through rate of less than 2%.
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