Multi-Channel Mailing: Modern Direct Mail Strategies

The internet has created a virtual Pandora's box for marketing- allowing companies to reach customers through more mediums than ever before. The internet has given people the ability to communicate faster than ever before. giving companies cheap,  immediate access to consumers  And it is not just the internet; Smart phones, tablets, social media and emails await at the fingertips of consumers, all ready to present offers, send responses, and gather information. However, at some point this revolution lead to the popular misconception that less expensive internet tactics are more effective at targeting consumers than the more traditional direct mail. For shame we say. 

  DMA studies have shown that the average cost per lead generated by direct mail is around $47.00, where email delivers a slightly higher cost per lead at $53.85, where the average lead generated from paid search campaigns cost around $99.47. While “more modern” online strategies seem essential in the competition for consumer’s attention, direct mail is still the medium “hitting home” and reaching prospects.

 Studies have registered that a wide range of consumer demographics are becoming more and more likely to respond to multiple formats of direct mail- including everything from post cards to catalogs. In the wake of the communications revolution, direct mail has the unique ability to cut through the marketing noise of offers to generate.... a response. 

 So it seems that the change of heart might be coming too soon. The findings of a recent research project and subsequent study done by leading global research agency , “Using Neuroscience to Understand the Role of Direct Mail” tells us that direct mail still maintains its ability to cut through clutter and deliver calls to action; meaning mail is still a powerful part of any marketing campaign.

Why it Works:

The Neuro Science behind Direct Mail

The research project used fMRI brain scans to see which areas of the brain became active when participants viewed the same marketing message as a physical piece of direct mail and digitally on a computer screen- Showing that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing; suggesting “the brain is more emotionally engaged and is potentially reflecting more on a response” when viewing direct mail, says Graham Page, executive vice president of consumer neuroscience at Millward Brown. Also, because the brain saw mail as real, deeper memories were likely being created. 

Out with the old, and in with the new:

Using technology to your advantage

Mail is still an essential element of marketing programs, but its role has changed. The traditional direct mail strategy of “spray and pray” is no longer enough to maintain active engagement from a customer base. People are not living “single channel” lives- Consumers are interacting with one another constantly, via email, social networks, text messages, even magazines and radio commercials are constantly shouting messages at consumers; hitting prospects with a single marketing message from a single channel is not enough to catch their attention.   

 The problem now is determining which avenues are the most effective in which to pursue potential customers.   (Read More)

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