Almost 500 years after the end of the European Renaissance, direct mail is beginning its own Renaissance. Here is why we are seeing this revival:
Forty-one percent of Americans look forward to receiving mail. Beyond that 31% used direct mail to make their most recent purchase decision. Due to this, 25% of marketers planned to raise their direct to consumer mail budget last year to account for the uptick in interest and results.
We understand that “direct mail” is a very broad term. It is helpful to note that direct mail is more than just catalogs. We are seeing many types of print formats as well as a variety of specifications and volumes. These pieces complement traditional catalogs. View below more detail on the various types of mail that is sent directly to customers. These are hot right now, so you can make an informed decision as to what best suits your marketing needs.
Funded Direct Mail
Definition: Conventional direct mail without incurring the upfront capital investment.
Why It’s Hot: The use of mailing directly is predicted to more than double this year. Funding accelerates your growth and profitability without the costs associated with a traditional direct to consumer mail plan. More specifically, you pay a fixed amount per customer while taking minimal risk and it frees up spend for other channels.
Programmatic
Definition: Allows brands to send triggered or automated direct to consumer mail to website visitors.
Why It’s Hot: Fifty-seven percent of marketers reported that direct to consumer mail contributed a 12% increase in response rates to multichannel campaigns. By mailing directly to online shoppers, a programmatic strategy puts your brand in front of the prospect or customer multiple times for a more manageable cost.
Campaign-Based Direct Mail
Definition: Directly mailing campaigns yields a high ROI, and work even more effectively when tied to a specific event or holiday (i.e., Valentine’s Day, Fourth of July, Mother’s Day, Store Opening, Anniversary, Birthday)
Why It’s Hot: Campaign-based directly sent mail promotes testing at a low, all-inclusive per piece price. More specifically, it allows a brand to pivot quickly in terms of format, layout and creative if the response rate is favorable or unfavorable. In these changing times, this is a viable strategy.
Insert Media
Definition: A pre-printed advertisement that usually features a special offer. Hundreds of brands use inserts to acquire new customers across a wide range of demographic and lifestyle segments. Insert media delivers numerous new customers at a low cost and with significant reach.
Why It’s Hot: Insert Media is a
cost-effective, reliable and revenue generating solution for brands. More specifically, it is targetable and measurable, drives cross-channel results, offers category exclusivity, and serves as a brand endorsement. From catalog blow-ins, package inserts, shared mail, onserts, and single-sheet inserts, to statement inserts, Insert Media is turnkey with us. What’s more: Insert Media is
not affected by the postage rate increases.
We understand that there is “no one size fits all” when it comes to your brand’s marketing strategy. We are here to help you determine the right direct to consumer mail “fit” to further elevate your plan and join the Renaissance happening now.
In the meantime, you might be wondering: “
What about all the news on the USPS rate increase that I’m reading?” We have you covered. Next week, we’ll be sharing all that you need to know about these upcoming changes and our recommendations for your continued success.
Sources include Oxford Languages, Plumb Marketing, Pebble Post, and Marketing Chart.
