Direct mail has staying power. According to Royal Mail, mail is kept in the home for Almost 40 days
According to the recent ‘Private Life Of Mail’ research by Royal Mail, 74% of us read mail for an average 21 minutes on a daily basis, longer than we spend reading magazines on average. But as we now receive less – 8.9 pieces of mail per week – it means we spend a fairly long time looking at a smaller amount and keep it longer.
Rachel Aldighieri, managing director of the Direct Mail Association, highlights the advantages of direct mail – saying it is the only media that can reach 100% of selected households.
She said: “While digital has never been more important, it’s doubly important to remember that mixing digital and non-digital media amplifies the effects of both.”
The key to success, Aldighieri added, is that businesses that use direct mail include a reason for the recipient to go online (offers of money off and discounts work the best), since this helps track campaign progress and provides valuable data.
Direct mail is the conduit to drive consumers to the other marketing channels. By incorporating a great offer with a QR code, advertisers can move their prospects right to their website or landing page.
Catalogs. Let’s talk about why direct mail has staying power. Research continues to show that people love getting catalogs; save their catalogs and use them to make their purchases online. A great example of how we use media together to create a result.
Having staying power also implies that the direct mail is important to the recipient. That is a factor of smart mailing list targeting, creative messaging a perfecting the offer and response vehicles.
Want to extend the shelf life of your direct mail? Read this article about using magnets in new mover mailings.