A Loaf of Bread vs. Direct Mail

MARKETING  |  5 MIN READ

A Loaf of Bread vs. Direct Mail

Written by Paul Strack
[email protected]

Due to the pandemic and now a historic winter storm, mail volume is extremely low. Take advantage and get your brand noticed now. Direct Mail Works. Now. More Than Ever.

Which of the following, after being opened, has the longer shelf-life: Bread, fresh shrimp, email, milk, or direct mail?

According to a report by RetailWire, Direct Mail is the leader, with an average shelf-life of 17 days. Email, on the other hand, comes in with a lifespan less than seven seconds. (Bread is the next closest to direct mail with a shelf life of 3-7 days beyond its listed expiration date.) In other words, direct mail hangs around a bit. It doesn’t get stale. And usually, it doesn’t smell bad after sitting for a few days.

Due to the pandemic and now a historic winter storm, mail volume is extremely low. Take advantage and get your brand noticed now. Direct Mail Works. Now. More Than Ever.

Direct mail has taken quite a beating lately.  Widespread mail delays have certainly been a cause for concern for many USPS customers, including marketers. And yet, we see this as a marketing opportunity for you. With declining mail volume, now may be the perfect time for you to get your message in the mailbox, and on the shelf.

While direct mail has a higher cost than many digital channels, it also has a higher response rate – up to 5.3% vs a high of 0.9% for digital. Yes, email does have the highest return on investment (ROI) – 122% – because of its low cost. This is obviously why you may be reading this in your inbox. But the ROI for direct mail (27%) is about the same for social media (28%). And that explains why you may be receiving a direct mail piece on this same topic.

Direct mail continues to have its advantages. Participants in a Neuromarketing research study showed that our brains react differently to printed materials than to digital media. While digital ads are processed more quickly, the participants spent more time with physical ads.  And physical ads triggered the areas of the brain that correspond to value and desirability.  As you can see, direct mail is like the comfort food of marketing channels.

And believe it or not, young adults do read mail. In a study conducted by the USPS, 84% of millennials took the time to look through their mail. They enjoyed the Mail Moment.

Direct Mail Works – So how do you make direct mail work for you? Here’s a few tips to get you started:

1. Decide who you’re mailing to.

Start with your own customer base. More than two-thirds (68%) of consumers immediately throw away mail from a brand they don’t recognize. However, 76% will discuss mail from a brand or retailer they have purchased from in the past. Target your audience. Send to those who represent your ideal (most profitable) customer.

2. Keep it simple.

Provide bite size pieces of info.  If your message is too wordy, it will get thrown away. (On the bright side, they do see your brand.)

3. Be authentic.

Some demographic groups, especially millennials, distrust traditional advertising, so avoid hard-sell language. Use a straightforward, transparent approach.

4. Style it right.

If you’re trying to attract millennial consumers, think of your direct mail pieces as physical Instagram posts. Keep the text brief, the layout streamlined and the photography eye-catching. Use bullet points, bright colors and compelling images to capture their attention.

5. Repetition is good.

Repetition is good. Reinforce the message. The more your call to action is seen, the more easily it is recalled. Direct mail also has a higher trust level than other mediums. And the more the recipient sees your message; the more they trust what is being said.

6. Stay on brand.

Not only visually, but with respect to your content. Direct Mail should represent your company and its core values. Make sure your message adheres to your brand.

7. Make worthwhile offers.

Think about your Call to Action (CTA). Email offers for discounts are a dime a dozen, clogging up the average reader’s mailbox. But a unique direct mail piece  with a special offer can catch the eye. And remember to give them many opportunities to respond – to a landing page, via a QR code, an email or a phone call.

8. Combine with digital.

Do you want the best of both worlds? We always suggest a multi-channel approach. While man does not live on bread alone, successful marketers don’t succeed on mail, or digital alone. It requires a multi-channel approach to reinforce your message and to remain top of mind with your customers. Our XM Mail product is an excellent solution for a multi-channel approach.

And remember, be sure to check that old loaf of bread for mold.

Want to learn more about promotional products, and how CustomXM can help to promote your business effectively? Drop us a line or check out our vast offering of promotional products.

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