Direct Mail still powerful

“With the prominence of the Internet and social media in our daily lives, many companies think direct mail’s importance has dwindled over the years. However, an increasing number of marketers are actually adding mail back into their marketing toolbox once again. According to the Data & Marketing Association, customer response rates have increased year-over-year by 43 percent, and prospect response rates have more than doubled, reporting a 190 percent increase. Even more surprising is where the growing interest comes from: Millennials (i.e., the “digital generation”). The United States Postal Service (USPS) found that 47 percent of Millennials actually check their physical mailbox each day, and spend nearly twice as much time sorting and reading their mail compared to any other age group. When it comes to the effectiveness of direct mail, USPS found Millennials to be the most receptive among all age groups.

Direct mail remains a relevant and powerful marketing channel for both B2B and B2C companies. However, the way it’s used has evolved over the years. Where there was once a clear offline/online divide between print and digital media, there’s now a seamless marriage. Often, these channels work better in tandem to help deliver an immersive one-two marketing punch. Using direct mail in combination with tactics like QR codes, scannable coupons and even augmented reality (AR) has given marketers a well-rounded approach to leveraging Millennials’ multichannel interests and, ultimately, has driven better response.”