Dove Direct
Direct Mail is Sizzling Again!
Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Direct Mail is Sizzling Again!" revisits the effectiveness of direct mail marketing. Surprisingly, millennials are one of the most significant segments currently enjoying and responding to direct mail marketing. According to the US Small Business Administration, an assortment of trendy, freshly minted companies target millennials with mailers. The push includes everything printed from postcards to catalogs. What's in vogue? Digitally savvy, direct-to-consumer brands such as Casper, Harry's, Wayfair, Rover, Quip, Away, Handy, and Modcloth are finding success. These brands and others have begun targeting their customer lists with direct mail marketing. Keep in mind that millennials now lead the workforce demographic and appeal to B2B organizations as well.
Our Quote of the Day: "Direct Marketing is evolving every day; in some cases, it seems that we have come full circle. A few years ago, there was the rush to telemarketing, and then came the rush to the Internet. Now marketers are starting to understand that all of these — telephone, mail, Internet, email, so-called 'new media' — are simply alternative channels that enable direct contact with a customer." - Dale Carnegie
Why is Direct Mail Surging?
The most important reason direct mail is enjoying a sizzling resurgence is for one primary attribute: a higher trust factor. Trustworthiness has been pushed to the front of the marketing conversation by a bevy of external influences. For the most part, the onslaught of fake news stories, conspiracy theories, and disinformation campaigns has left the social media construct in a dilemma. Further, boycotts against Facebook and Instagram for failing to alert users to fake news stories, untruths, and unsubstantiated content, have consumers distrusting social networks.
That does not happen with direct mail. That's because it is illegal to send false statements through the United States postal system. Mailing any content that is undoubtedly false, including fraudulent billing, lies, and deception, is punishable by federal mail fraud laws. Mail fraud is one of the most commonly prosecuted federal laws because it can apply to so many situations and applies to anyone who uses any interstate delivery service. In other words, most reputable businesses are not going to send a fraudulent offer through the US mail service.
The Effect of Direct Mail Supersedes Email
Email marketing is cool, less expensive, but less effective than direct mail. Some would argue that email and direct mail marketing campaigns produce similar response rates, but that's not the case. Recent surveys and studies have discovered that direct mail campaigns give rise to five times the purchase sizes compared to email campaigns. Interestingly enough, when email and direct mail campaigns are used in combination, the purchases increase to six times larger than that of email campaigns alone.
Marketing 101 teaches us that a good rule of thumb is to examine how iconic brands are using various mediums. To that end, Google, Storyblocks, AT&T, Xfinity, and other digital companies use a sizable portion of marketing budgets on direct mail marketing.
Direct Mail is Humanly Shareable
Direct mail goes into the household for all of the household members to share. Emails are typically sent to one person, although household members who may have signed up for something will receive their emails, which would most likely not be the case with new marketing campaigns targeting new prospects.
RetailWire produced a recent study noting that 88% of key purchase decisions for retail, financial and automotive categories are discussed in the home, and direct mail pieces provide a hard copy for the recipients to nail down purchasing decisions that could affect the household.
Direct Mail is Clutter-Free
Did you know that there are over 291 billion emails sent per day? Try capturing your target market recipients in that sea of clutter. Multiply that number by seven days, and that's the reality of email marketing.
Now, imagine your physical mailbox stuffed with 291 billion pieces of print collateral every day! It's daunting, to say the least. Improbable and impossible at best, as no physical mailbox can contain that volume, and that's the point.
Businesses and households generally receive a few pieces of direct mail daily. Again, native digital companies such as Warby Parker and Glossier are now opening physical retail locations to offer customers a unique customer experience. However, these companies are also sending direct mail collateral as a mechanism to help them reach the digital destination and break through the clutter.
Brand Equity Building & Direct Mail
Most savvy CMOs, marketers, and brands understand that building brand equity, while a long term proposition, is always on the table. Email marketing gives a quick turnaround, but they are often deleted once read. That means that the customer or prospect will respond or inevitably receive more emails, causing some recipients to be annoyed with the brand for too many emails.
The beauty of direct mail is in its lifespan. At the same time, the email lifespan for consuming content is a few seconds. A report from RetailWire indicates that direct mail has an average life span of 17 days. Therefore, if a company sent out four direct mail pieces, over four months, once a month, that could produce 68 days of brand awareness, where the content is visible to anyone for the duration.
The Net-Net
With all the marketing tools at our disposal these days, including apps, technological advances, social media channels, and more, creating successful marketing campaigns becomes a lot more challenging. Further, and most importantly, folks stay at home now more than at any time in history. Now, the pandemic provides direct mail marketing with a much larger customer base to drive new business and build brand equity. We hope you found this article helpful and of value. Thanks for reading, "Direct Mail is Sizzling Again!"
Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. We can even create a demo file for you.
For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it.. Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.
If you don't want to wait, you can reach Dove Direct today by calling 404-629-0122 or use the Contact Form for Dove Direct.
Our Quote of the Day: "Direct Marketing is evolving every day; in some cases, it seems that we have come full circle. A few years ago, there was the rush to telemarketing, and then came the rush to the Internet. Now marketers are starting to understand that all of these — telephone, mail, Internet, email, so-called 'new media' — are simply alternative channels that enable direct contact with a customer." - Dale Carnegie
Why is Direct Mail Surging?
The most important reason direct mail is enjoying a sizzling resurgence is for one primary attribute: a higher trust factor. Trustworthiness has been pushed to the front of the marketing conversation by a bevy of external influences. For the most part, the onslaught of fake news stories, conspiracy theories, and disinformation campaigns has left the social media construct in a dilemma. Further, boycotts against Facebook and Instagram for failing to alert users to fake news stories, untruths, and unsubstantiated content, have consumers distrusting social networks.
That does not happen with direct mail. That's because it is illegal to send false statements through the United States postal system. Mailing any content that is undoubtedly false, including fraudulent billing, lies, and deception, is punishable by federal mail fraud laws. Mail fraud is one of the most commonly prosecuted federal laws because it can apply to so many situations and applies to anyone who uses any interstate delivery service. In other words, most reputable businesses are not going to send a fraudulent offer through the US mail service.
The Effect of Direct Mail Supersedes Email
Email marketing is cool, less expensive, but less effective than direct mail. Some would argue that email and direct mail marketing campaigns produce similar response rates, but that's not the case. Recent surveys and studies have discovered that direct mail campaigns give rise to five times the purchase sizes compared to email campaigns. Interestingly enough, when email and direct mail campaigns are used in combination, the purchases increase to six times larger than that of email campaigns alone.
Marketing 101 teaches us that a good rule of thumb is to examine how iconic brands are using various mediums. To that end, Google, Storyblocks, AT&T, Xfinity, and other digital companies use a sizable portion of marketing budgets on direct mail marketing.
Direct Mail is Humanly Shareable
Direct mail goes into the household for all of the household members to share. Emails are typically sent to one person, although household members who may have signed up for something will receive their emails, which would most likely not be the case with new marketing campaigns targeting new prospects.
RetailWire produced a recent study noting that 88% of key purchase decisions for retail, financial and automotive categories are discussed in the home, and direct mail pieces provide a hard copy for the recipients to nail down purchasing decisions that could affect the household.
Direct Mail is Clutter-Free
Did you know that there are over 291 billion emails sent per day? Try capturing your target market recipients in that sea of clutter. Multiply that number by seven days, and that's the reality of email marketing.
Now, imagine your physical mailbox stuffed with 291 billion pieces of print collateral every day! It's daunting, to say the least. Improbable and impossible at best, as no physical mailbox can contain that volume, and that's the point.
Businesses and households generally receive a few pieces of direct mail daily. Again, native digital companies such as Warby Parker and Glossier are now opening physical retail locations to offer customers a unique customer experience. However, these companies are also sending direct mail collateral as a mechanism to help them reach the digital destination and break through the clutter.
Brand Equity Building & Direct Mail
Most savvy CMOs, marketers, and brands understand that building brand equity, while a long term proposition, is always on the table. Email marketing gives a quick turnaround, but they are often deleted once read. That means that the customer or prospect will respond or inevitably receive more emails, causing some recipients to be annoyed with the brand for too many emails.
The beauty of direct mail is in its lifespan. At the same time, the email lifespan for consuming content is a few seconds. A report from RetailWire indicates that direct mail has an average life span of 17 days. Therefore, if a company sent out four direct mail pieces, over four months, once a month, that could produce 68 days of brand awareness, where the content is visible to anyone for the duration.
The Net-Net
With all the marketing tools at our disposal these days, including apps, technological advances, social media channels, and more, creating successful marketing campaigns becomes a lot more challenging. Further, and most importantly, folks stay at home now more than at any time in history. Now, the pandemic provides direct mail marketing with a much larger customer base to drive new business and build brand equity. We hope you found this article helpful and of value. Thanks for reading, "Direct Mail is Sizzling Again!"
Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience. Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. We can even create a demo file for you.
For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it.. Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions: Data Management, Variable Digital Printing, LetterShop and Fulfillment, Fully Automated MLOCR Presort Bureau, Marketing and Production Management Support and Secure Data Life Cycle Management.
If you don't want to wait, you can reach Dove Direct today by calling 404-629-0122 or use the Contact Form for Dove Direct.
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