I knew it wasn’t dead…

It never ceases to bewilder me when, during a campaign tactics discussion, someone immediately puts the kybosh on direct mail. “It’s too expensive”, “we live in a digital age”, “people throw post away” and my personal favourite “direct mail is dead”.

Understandably, these 10 facts explaining why direct mail is far from dead in 2018 was a sight for sore eyes.

Not only do young people say that they prefer direct mail offers to digital – they actually respond to direct mail offers well. The Data & Marketing Association (formerly the Direct Marketing Association) marks 18-21 year olds’ response rate as 12.4%!

According to the United States Postal Service (USPs), 69% of people think direct mail is more personal than email and an Epsilon conducted study revealed that over 80% of people immediately sort through their mail upon receipt.

While I am not suggesting direct mail is a must for every campaign, just because it’s a method that’s existed for over a thousand years doesn’t mean it’s outdated. As this article says, if the method works, it works!

Link: https://www.listgiant.com/direct-mail-marketing-in-2018/

Further reading to support lovers of direct mail:

https://www.navistone.com/blog/its-2017-and-direct-mail-marketing-still-isnt-dead

https://www.forbes.com/sites/forbescommunicationscouncil/2017/08/30/why-direct-mail-marketing-is-far-from-dead/#358017ce311d

It never ceases to bewilder me when, during a campaign tactics discussion, someone immediately puts the kybosh on direct mail. “It’s too expensive”, “we live in a digital age”, “people throw post away” and my personal favourite “direct mail is dead”. Understandably, these 10 facts explaining why direct mail is far from dead in 2018 was a sight for sore eyes.

This article is only available to members.
Register for free now.

Register for free

Register with the Investment Marketers for free to access our content and events. Upgrade to Premium or our programmes later (optional)

Register

Related Content

Why learning to drive a bus could transform your marketing career.

Digital marketing has changed the role of the investment industry marketer for good. We now have extensive data to underpin our decision making. But there is a trap B2B Marketers too often fall into – relying on data at the expense of empathy.

Read more

Integrated Campaign

1 year ago

Integrating your campaigns: you talking to me?

Back in the day, before the advent of google and the explosion of digital content, marketers had very few channels to work with.  Direct mail was a core tool and the complex matrices used to test, test and test against core messages against segmented and targeted lists, was at worst a head scratching mess and…

Read more

Upcoming events


No upcoming related events.