Maybe Even More?
The case has been made that print is alive and well, especially oversized, personalized direct mail. When you think of your typical mail recipient, though, do you envision someone middle-aged or older? And when you think of Millennials, do you picture them Instagramming and taking selfies instead of reading direct mail? While the first part of that sentence may be accurate, the second part couldn’t be further from the truth. Millennials, just like other generations, love direct mail and it’s an effective way to target messages to them.
Direct Mail: Universal Appeal, Highest Response Rate
Direct mail clearly has an impact no matter the generation being targeted – just look at overall response rates: 5.3% for direct mail (house list), Online Display (0.9%), Email (0.6% house/.3% prospect), Social Media (0.6%), and Paid Search (0.5%).
Why Is Direct Mail Effective?
Some fascinating research has been conducted using MRI that shows how brains react to printed media versus digital media. While participants consumed digital ads more quickly, they more readily recalled the physical ads a week later. A study by Canada Post showed that direct mail was 20% higher for triggering activation in parts of the brain that correspond to motivation response. In addition, the brand recall was 70% higher for direct mail as opposed to a digital ad.
Direct mail is tangible, without distraction and stands out from the clutter. It’s refreshingly low-tech in a highly digitized world.
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