United States Postal Service Full Service Approved
Highlights
- Younger consumers still check mail
- Security of mail a plus
- Coupon mailers doing well
Despite declining mail volume over the last few years, consumers have indicated that they still like to get things in their mailboxes. That is the conclusion Pitney Bowes's most recent mail preference survey came to in 2007.
The study found that mail is overwhelmingly preferred for confidential information, such as bank statements, with 86 percent of respondents saying mail suited them best, versus 10 percent who favored e-mail. What's even more impressive is that the percentage of people who preferred mail is unchanged from the previous survey, performed in 2004.
The good news for direct mail marketers is that respondents were more likely to open unsolicited commercial mail than unsolicited commercial e-mail by a very large margain. Perhaps that shouldn't be so surprising. After all, you don't have to worry about your computer downloading a virus when you open a piece of mail.
In another survey performed by DMNews and Pitney Bowes in 2008, respondents weighed in on their preferences regarding promotional offers. Seventy-eight percent of those taking the survey said that mail was the best way to send them coupons. This study also found that people under the age of 30 were actually a little bit more likely to check their mail regularly than those over 30. Direct mail seems to be just as effective on the Internet generation as it has always been on their parents and grandparents.
So why did respondents to these surveys like mail? Participants said that mail was less intrusive than some media, such as telemarketing, and they appreciate that it is not a high-pressure sales tactic. They also like that mail can be dealt with at the time of their own choosing, and allows them whatever time they need to make a decision on something.
Though there are several channels for getting your message across, mail still has a lot to offer. The results of these surveys show that customers recognize that. Consumers want mail.
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Highlights
- Fewer pieces vs. fewer campaigns
- No spam filter
- Tangible message in hands
Remember that old saying about dark clouds and silver linings? Sometimes I think a businessman must've coined it, because it seems that opportunity presents itself even in unfavorable economic circumstances.
Near the end of fiscal year 2008, the United States Postal Service projected a decline in mail volume of about 9 billion pieces from the year before. That loss of volume continued through the first half of FY2009, with estimated an estimated year to date net loss of $1.1 billion being reported in late February.
While nobody would consider these economic conditions good news, the decline in mail volume does present an opportunity for direct-mail marketing campaigns: The decreased mail volume has effectively cut some of the advertising clutter from the medium.
This presents a unique opportunity for direct mail marketing. Though advertising in all media has taken a big hit in the last year, the difference is most notable in your mailbox. The reason is that while advertising revenues are down, the volume of advertising in other media has not decreased. For example, a half-hour television show still has eight minutes worth of commercials. The variety of television commercials may be smaller, but not the amount of time devoted to them. It's the same story with radio, with listeners getting the same volume of advertisements for a given period of listening. Nobody's tearing down billboards, either.
But with mail, the actual volume of advertising has been reduced. You don't get twice as many credit card offers to make up for all the direct mail you're not getting. That reduction in the number of mail pieces the average addressee receives has cut a significant amount of clutter from the medium, making the remaining mail campaigns more effective.
Mail has certain advantages over other media as well. It's not going straight to a spam filter or overlooked as one goes through hundreds of emails in an inbox. It puts your words on something tangible that, even if not looked at right away, is likely to be seen when the mail is looked at later. It can then be tucked into a purse, briefcase, pocket or backpack for redemption or as a reference or reminder. This is easy for the recipient, as it requires no extra effort to print a copy or write a note to oneself.
When times are hard, it is essential to use every advantage available. The post office's bad news is something you can turn to your advantage when you use direct mail as a part of your next campaign.
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Part 4 in a series on the benefits of different mail media.
Highlights
- Cuts through mail clutter
- Starts conversations
- Always gets opened
Dimensional mail is the one kind of direct mail that is universally loved. Successful mail marketers know that boxes and packages always get opened. Who doesn't like getting a surprise gift in the mail?
Dimensional mail is among the most costly mailing options, however that does not mean it is not cost-effective. The key to making dimensional mail work for you is in the list. Since the cost of postage, labor and the promotional items themselves is higher than what you'd spend on another type of mailing, it is essential to use a very finely targeted mailing list. This pares down waste and gets your mail to those most likely to have an interest in your products or services.
One of the more common uses for dimensional mailings is in the business-to-business market. Packages are even more effective than envelopes when it comes to making it past gatekeepers. The increased likelihood of a package being opened by its intended recipient contributes to a high ROI, which helps offset the costs of a dimensional mailing campaign.
Another unique benefit of dimensional mailings is their longevity. Marketers who have used the medium successfully tell stories of promotional items from past campaigns seen on recipients' desks months or even years after the mailing took place. These promotional items have the power to start conversations and keep your company in front of your clients' faces long after you've mailed them, something more conventional mailings cannot accomplish.
Of course, dimensional mailings aren't appropriate for every occasion. They require more planning and cost more than just about any other mailing option. However, just like a tuxedo, they can be used to great effect in the right situation. If your goal is to dazzle a small group of recipients with a slick, highly targeted mail campaign, dimensional mailing is your top-shelf option.