Direct Mail Marketing: What Marketers Can Learn from Each Other and Consumers
We recently created an infographic, The Power of Direct Mail, that compared and contrasted the data points from our 2023 State of Direct Mail report and the 2023 State of Direct Mail Consumer Insights report.
When looking at the numbers side by side, we can see some key themes and trends emerging from the data. Let’s take a closer look at some a-ha moments for marketers and understand what we can learn when looking at both sides of the coin (or postcard in this case).
Key learning: Focus on introducing your brand and strengthening relationships with direct mail
We often get asked where we should add direct mail into the marketing funnel. It often depends on your organization’s goals and budget, but we have some data that shows many marketers are focusing their use of direct mail on acquisition and retention campaigns.
Our State of Direct Mail reports showed that:
Direct mail is the preferred channel of communication for brands consumers don’t know, with 43% of respondents selecting this channel
On average, 28% of direct mail volume is typically spent towards new customer acquisition campaigns, according to marketers
48% of consumers agree direct mail is an important way for brands to build relationships with them
30% of direct mail volume is typically used for retention campaigns by marketers
So, marketers are using the channel well for retention but may be able to increase their use of the channel to acquire new customers. Consumers would be receptive to getting mail from brands they aren’t familiar with.
Key learning: Test CTAs and tracking methods
Calls to action (CTAs) are one of the most important elements of a marketing message. And with budgets tightening across marketing departments, we have to prove the value of each channel and how it drove action. So, our CTAs are pulling double duties here. They have to drive action from our target audience, but we also need to be able to track them at the granular level to prove they worked.
Our 2023 data shows that:
64% of consumers say direct mail has inspired them to take action
74% of marketers agree direct mail has the highest response, conversion, and ROI of any marketing channel they use
The data is literally telling us direct mail drives action and is attributable! But, as we said earlier, as marketers, we need to make sure our CTAs meet both of those needs. So, how can you make it easy for consumers to act and then for your team to measure results?
Use 1:1 QR codes
Use QR codes or shortened URLs with UTMs
Use trackable phone numbers
Use unique promo codes
Key learning: Remind direct mail recipients about sustainability efforts
54% of consumers agree they are more likely to purchase from a brand that prioritizes sustainability. And let’s not beat around the bush: direct mail is a paper-based industry. But today’s direct mail can be sustainable.
Whether you work with a printer that uses recycled materials, or you can put the FSC logo on your mail, or you even work with Lob to send 100% carbon neutral mail, there are ways to incorporate sustainability into your direct mail marketing efforts.
One other thing we can all do is put copy on the mailer that prompts recipients to recycle the campaign when they’re done with the mailer.
Daily Harvest does a great job of this on its customer acquisition campaign by displaying the FSC logo and copy that says, “Keep a good thing going. Recycle me, please.”
Optimize your direct mail marketing campaigns
Continue your education and learn best practices in creating direct mail campaigns that are optimized for driving the best results possible, such as streamlining workflows and processes, testing and experimenting with your direct mail campaigns, and employing a scientific method to improve performance.
This blog provides general information and discussion about direct mail marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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