Join Trish Witkowski for an in-depth discussion in this video Why mail?, part of Direct Mail Strategy.
I thought it would be a good idea to start this course with a few interesting facts about mail. In recent years with the rise of digital forms of marketing and social media, mail has developed a real image problem causing many marketers to question mail's value in the marketing mix. So I want to start this course by answering the question, why mail? Mail is private. Mail is a very private form of communication. In the US it's actually a federal offense to open someone else's mail. It's sealed and no one knows who's getting what. You don't know what I got in the mail.
I don't know what you're getting and any business or individual can send mail to whoever they want. Its also important to note that in a time where many of us are concerned about our privacy across digital forms of communication. This benefit really stands out as one of mail's strongest advantages. Mail is reliable. Through rains, sleet or snow mail shows up and there's no spam filter on a mail box. In the U.S. the intelligent mail bar code has the capability to provide valuable mail processing data that can let you know exactly where each mail piece is in the mail stream.
When it hits the mailbox and when a reply is on its way back. Mail is guaranteed. Unsolicited direct marketing averages at least five to seven seconds of focus from the recipient. Transactional mail which would be your bills and invoices averages two to three minutes of focus which is a real opportunity for mail marketing techniques like trans promo, which we'll learn about later. Mail is preferred. 20% more people donate to a cause after receiving the solicitation by mail rather than by email. Mail is also generally perceived as less invasive of your personal space than email and mobile marketing.
Mail is affordable. Spend a little or a lot on your mail campaigns, it's up to you. . But there are tremendously successful campaigns at either end of the budget spectrum. To make your mail more affordable, you can always choose formats and strategies that offer production efficiencies and the lowest possible mailing rates. Mail is tech savvy. Standard letter mail sent to a house mailing list averages a 3.4% response rate. Mail enhanced with highly personalized content and clever engagement strategies can elicit response rates of 15% or higher. Print is also a wonderful carrier of technology, supporting the integration of other marketing mediums like personalized landing pages, QR codes, and augmented reality.
If this all sounds foreign to you, don't worry, we'll get to all of these topics in my course. Mail is inclusive. The U.S. Postal Service delivers to nearly 151 million business and residential addresses. Mail gets to the mainstream, the underserved, the technologically challenged, the aging, and the hard to reach young consumers of today. Other marketing channels can't say the same considering that not everyone has a smart phone, internet access, or the TV on 24 hours a day. Lastly, mail is tangible. In general, most people enjoy the tangible quality of printed materials.
Studies have shown that even when consumers shop online they like to do so with a catalog in hand. Printed material offers an opportunity to make an emotional connection with your audience through a sensory experience. In this course, we're going to spend a lot of time talking about engagement strategies and ways to make your mail stand out in a crowd. Well, now that I've made my case, are you ready to learn? Alright, then. Let's do this.
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign