16% was the average drop across all industries.Looking at self-mailers – the same factors come into play – why use a self-mailer when a postcard will do much of the same at a lower cost – which means better ROI for your campaigns. Recommended reading: 8 Direct Mail Envelope Ideas to Boost Your Open Rate For them, envelopes are still a proven way to deliver a sales message. In some industries though, the drop-off is smaller. Here’s an example – Kay Jewelers in 2008 was mailing more envelope campaigns as in this Valentine’s promotion, but by 2020 … postcards. We’re seeing marketers changing how they campaign – with less pieces and copy. Marketers and Brands are still using them – just less frequently.The average drop across all industries is 15% in envelopes,.maybe, a response to a shift in how people read mail – a postcard is smaller, with less words, so it’s faster to read and either get customers to respond to an offer or go online for more information to make a decisionĪs postcards gain popularity, these are the industries where you see the most significant drop in the use of Envelopes (or letter packages).potentially … higher postage and paper costs.We looked at the past 12 years … looked at all the mail formats … and postcards have been steadily increasing. Postcards are on the rise they’re growing in popularity. But after people learned of you, the opportunity appeared - that is brand awareness in action.Final thoughts 1. It wouldn’t happen without your mail because they wouldn’t know about you. And if the day comes your mail recipients need something you offer, they might just visit your site and buy it. They may not have a use for it now, but they saw your logo, your brand name, and what you do. But what if they don’t? Will the mail just lay there, and be eventually forgotten? Not necessarily. In the example above, people eventually remember and use the brand’s offer. Then, people might remember the coupon when they need that product and choose your business instead of a competitor. When people get this type of mail, they will likely stick it to their fridge or leave it on their table. There is no need for a brick-and-mortar location - it can be a discount to an e-commerce store too. A $10 off coupon for a local pub or a gift card for a flower shop, an invitation to the new shopping mall in the neighborhood, or a sticker with a useful checklist. To achieve that it needs to have something attractive to the customer. Especially if you make it more personal by adding a handwritten stamp or writing the recipient’s address by hand.ĭirect mail is tangible and it sticks aroun d. With fewer marketers sending it, it makes it a rarity in a prospect’s inbox and something to get excited about. As part of a multi-channel strategy, it compliments marketing efforts and can also be a pathway to digital channels (like social media and a website).ĭirect mail is less common. There is no national-level prohibition (in the U.S.) to send direct mail advertising, though.ĭirect mail works great with digital marketing strategy.
Businesses need to ensure double opt-in, disclose its privacy policy, etc. To legally send promotional emails to someone, the recipient needs to first give their permission for that. There is no need to opt-in for direct mail. It will always be put in the mailbox, and the owner will see it together with the rest of the mail. An email can go to spam and the recipient won’t see it, but this can not happen with direct mail. It’s impossible to end up in the spam folder. Then, when someone visits that landing page or calls that unique number, you’ll know they came from a successful direct mail campaign. If you want to get calls - dedicate a unique phone number to use just for that.
To make the process easier for your subscribers, add QR codes or shorten the links. If your goal is to get people to visit your website, create a dedicated landing page or UTM tags and point to it in your mail. Here’s how: сreate separate contact information for each mail campaign.
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