At Mspark, the only thing we love more than a good list article is a good list article full of stats. We enjoy analyzing this type of information and sharing our take on it with all of you. This will be the first part of a series of posts sharing statistics about direct mail and our fascinating industry – things we’re betting you didn’t already know.
To kick it off, here are 7 things that speak to how marketers use direct mail – as well as some thoughts that came to mind for us.
Predictive Data + Client Data = Maximum Results
#1 – Marketers are getting smarter about direct mail targeting – Marketers have found that layering in both predictive and client data to create mailing profiles gets their messages in the hands of the prospects and customers most likely to take a desired action. This in turn produces much higher response rates and higher ROI from their direct mail marketing efforts.
Merchants continue to send the largest volumes; in 2018, they sent 32% of Marketing Mail advertising mail
#2 – Merchants and Financial Firms are Big Mailers – Merchants continue to send the largest volumes; in 2018, they sent 32% of Marketing Mail advertising mail and 18% of First-Class advertising mail. Financial firms are the second largest sender of both Marketing Mail and First-Class Mail advertising – 27% and 42% respectively. (USPS The Household Diary Study, Mail Use & Attitudes)
Our Take – This makes sense. Retailers and banks want sure-fire results and they’ve got the data and know-how to make their direct mail campaigns exceed expectations. Know who else has the data and know-how to make direct mail campaigns successful?
72.1% of elective surgery patients saw an ad in their mailbox in the last 12 months that prompted them to take action.
#3 – The Healthcare Industry Uses Direct Mail – 63% of the Healthcare industry uses direct mail (ANA/DMA Response Rate Report)
Our Take – We like this stat and see so much potential for healthcare using direct mail to reach patients in geographies that need a more proactive approach for care. It’s a great way to promote the flu shot leading up to flu season, as well as remind patients of preventative services available to them that they can take advantage of. Sometimes all patients need is a little nudge and in fact, 72.1% of elective surgery patients saw an ad in their mailbox in the last 12 months that prompted them to take action. There are many ways to target healthcare campaigns that yield the best response and we can show you how.
53% of direct mail campaigns were tracked by online tracking.
#4 – Direct Mail is Being Tracked Online – 53% of direct mail campaigns were tracked by online tracking. (ANA/DMA Response Rate Report)
Our Take – One of the most common questions we get is whether not direct mail prompts consumers to go online. The answer is ‘yes’. If the answer was ‘no’, this stat would not exist. And this brings us to our next stat on how marketers are using direct mail…
82% of Millennials view messages printed on paper as more trustworthy than digital messages.
#5 – Online Retailers See the Value of Direct Mail – 58% of respondents in the U.S. stated that they received advertising mail from e-retailers in the past 12 months, 12% higher than the global average. (IPC Cross-Border E-Commerce Shopper Survey)
Our Take – Count us as part of the 58% of consumers who have seen direct mail ads for online shops. Not only have we seen ads for non-food retailers, but we’ve seen several great ads from Blue Apron and other meal box companies.
There are several reasons why online retailers trust direct mail. One interesting reason is that Millennials trust it. In fact, 82% of Millennials view messages printed on paper as more trustworthy than digital messages. So, is it really any surprise that these online retailers are making efforts to reach Millennials both online and offline? We don’t think so.
60% of primarily online retailers have measurable goals for offline marketing campaigns, such as direct mail, that build brand loyalty and awareness.
#6 – Online Retailers Use Direct Mail for Brand Loyalty and Awareness – 60% of primarily online retailers have measurable goals for offline marketing campaigns, such as direct mail, that build brand loyalty and awareness. (451 Research, State of Integrated Marketing)
Our Take – This stat relates to the above stat in that it clues us in on marketers’ efforts to use direct mail to build awareness and brand loyalty. We think building trust is also a big part of this effort.
58% of primarily offline retailers have measurable goals for offline campaigns, such as direct mail, that build online customer engagement.
#7 – Brick and Mortar Stores Use Direct Mail for Online Engagement – 58% of primarily offline retailers have measurable goals for offline campaigns, such as direct mail, that build online customer engagement. (451 Research, State of Integrated Marketing)
Our Take – So it works the other way around too – Brick and Mortar stores want to increase online engagement and direct mail drives online engagement. It’s good to see so many different uses for direct mail when it comes to streamlining the customer experience both online and offline.
And there you have it – 7 stats that clue us in to how marketers are using direct mail. We enjoy reading about the many ways marketers use this powerful medium in their campaigns and we’d like to learn more about how you’re using it or are planning to use it. If you have ideas or want to talk more about it, reach out to us anytime. We are always happy to share our knowledge with you to help make your next campaign a big success. Like what you read here? Download our infographic about how marketers use direct mail – with all the trends in one place!