Unlike digital marketing, direct mail has one of the biggest impacts because it offers a tangible experience for customers. According to the 2017 Direct Marketing Association (DMA) Response Rate Report, the direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2% online display, and .4% social media). This is the highest response rate the DMA has reported since the Response Rate Report in 2003. However, not all direct mail is created equal.
When choosing a direct mail marketing campaign, companies have a wide array of choices and creative options at their fingertips, to put their message directly in the hands of their clients or prospective customers. According to the DMA report, oversized envelopes have the greatest household response rates over other mediums at 6.6% (followed by postcards at 5.7%). At 37%, oversized envelopes have the greatest household return on investment over other mediums
This success can be attributed to a number of things, including the commanding presence and curiosity that an oversized envelop may incite in consumers. The large size of these envelopes allows companies to get creative with their designs, providing plenty of space for them to include information in a personalized or unique way.
Personalization boosts response rates even more. A landmark study conducted by Frank Romano and David Broudy gauged the effects of color, adding the recipient’s name, and other personalized information on the response rate of a direct mail campaign. According to this study, adding a person’s name and full color in the direct mail can increase response by 135%.
Though there are some business models that depend entirely on direct mail marketing, smart companies are utilizing direct mail in conjunction with a digital marketing campaign. An article by Compu-Mail reports that direct mail with digital ads yield 28% higher conversion rate and that marketing campaigns that used direct mail and 1 or more digital media experienced 118% lift in response rate compared to using direct mail only.
Deciding on a successful format for a direct mail marketing campaign can be difficult, and the format and size of the mail piece used in your direct marketing campaign can impact your results. Oversized envelopes allow for a more creative design that stands out, and are a great option for companies with the budget and design skills to utilize them. BirthdayPak effectively combines an oversized mailer with a digital platform, and has proven that the merging of direct mail and digital create a successful and powerful combination.
If your business would like to join the hundreds of others that choose BirthdayPak as their marketing partner year after year, please visit BirthdayPak.com. If you’re a sales professional looking for a career that will provide the work-life balance you deserve, there are BirthdayPak franchises available throughout the United States. Visit BirthdayPakFranchise.com for more information or call 888-206-0083.