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Advertisers underestimating the effectiveness of direct mail
Marketing is no longer the single-channel process it used to be when top brands relied solely on printed media. With the evolution of technology came the evolution of marketing, and companies began moving away from one-dimensional strategies to more diverse campaigns, utilizing a variety of mediums to promulgate their products. But even with a more diverse strategy, companies are still constructing their marketing campaigns with a single-channel mindset, often separating digital and print campaigns.
While separate marketing campaigns, such as one done through mailers or social media, can be effective, research shows combining mediums in a single campaign can be a far more successful means of communicating to existing and potential customers. A study conducted by St. Ives showed that more than 60 percent of customers interact with brands, whether deliberately or inadvertently, through multiple channels, including print.
In fact, research from Royal Mail and fast.MAP discovered that "fewer than 2 [percent] of people are 'happy' to get marketing messages via text and social media," making print, in several circumstances, the preferred option for advertisers.
Furthermore, Royal Mail and fast.MAP found approximately 80 percent of people opened direct mail, far below the perception of average advertisers. When given a series of circumstances in which any particular individual would be prompted to open direct mail, advertisers regularly underestimated the number of people opening their mail.
It is clear that even industry leaders underestimate the potential effectiveness of a diverse marketing campaign that includes a significant direct mail strategy. To stay ahead of the competition and ensure the most streamlined and efficient marketing strategy possible, companies would be wise to invest in mailing software, which standardizes, validates and barcodes addresses, saving companies both time and money.
