Is Direct Mail Coming Back? Hint: It Never Left for Omnichannel Marketers
Direct Mail is on the rise, and in the toolbelt of those who bet on their omnichannel marketing is a tactic that has a direct (pun intended) effect on business revenue.
If you look at search volume (10k+ monthly searches for “direct mail”) or even chat forums for marketers, you may be wondering if direct mail is coming back. We have great news, it never left. And, yes, the effectiveness of direct mail is still tangible, especially for omnichannel marketers.
"Boomers trust direct mail more than other marketing channels. This means you can be slightly more direct in your messaging: Rather than trying to convey why these customers should trust you, instead explain why they should respond to you.” United States Postal Service
Do People Still Get Physical Mail?
Yes, people still get physical mail. According to Statista, 58% of people look forward to opening their mail every day. Sure, many of our monthly bills may come via email but that doesn’t mean that we don’t get any mail. Donors, for example, are quite happy to get information from nonprofits like The Nature Conservancy and other nonprofits they support.
Canceling your direct mail budget might be a mistake. Though Boomers would be the most bummed to have empty mailboxes, 41-37% Millennials and Gen Z would be disappointed as well. And let’s not forget the forgotten generation: X – 45% of them (they have money to spend) would be majorly bummed out. Nostalgia aside, that’s too large of a desire to cut direct mail out of your marketing strategy.
“More than any other generation, boomers say they would be very disappointed if they stopped getting mail, at 57%, compared to 45% of Gen X, 41% of millennials and 37% of Gen Z.” USPS
Don’t Millennials and GenZ Prefer Email over Physical mail?
Though it seems like only Baby Boomers would like getting their mail (something to do while retired), they’re not the only generation that likes sending and receiving mail. The Zennials/Zoomers (Gen Z) are sending postcards to the friends they meet on Discord. Postcards are effective for business, too.
“Millennials and Gen Z have a strong influence on targeted marketing. They are shifting to spending less time online. 80’s nostalgia is bringing many back to a simpler time before social media.” Brumley Printing
PostcardMania sent 5 postcards every second in 2022 for their direct mail customers. Yes, postcards are effective for marketing and communications. You don’t delete a postcard out of your mailbox.
But Direct Mail Is Just Junk Mail
Still thinking that direct mail is just junk mail? Sure there are tons of recycling bins at the post office full of ads. Those are just discarded ads. According to ValPak, a major coupon direct mail supplier, 83% of consumers across generations use coupons at least monthly. That’s too big of a number to ignore direct mail for your business.
So get out of the mindset that physical mail is junk. It’s not. It’s an effective piece of your winning omnichannel marketing strategy. When budget allows, and with unique phone numbers and website links, you can tie these efforts to your digital assets, too.
The first rule of sales is to put the product in the customer’s hand and direct mail allows you to do that. Now, as an experiment, look around your office. How many piles of direct mail do you have – just in case?
Does Direct Mail Influence Online Purchases?
You may think that all coupons are related to a pizza deal, a new garage door, or an oil change. And, to be fair, many direct mail coupon packs, like ValPak have those customers. Who doesn’t want a deal on new blinds? And you know you do need that dental cleaning, too.
ValPak’s survey also showed 43% of respondents make a purchase on a website after receiving direct mail. So, out of 10 people that see a coupon, four make an online purchase. Did your last email marketing campaign have a conversion rate that high?
Choose The Proven Direct Mail Leader
With data-driven project requirements, Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving your toughest marketing challenges – including direct mail in your omnichannel marketing strategies.
It’s time to partner with an industry leader. Are you ready to get started?
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