1. The Power of Connection
During the pandemic, many people were isolated at home, longing to connect with the outside world. Direct mail provided that connection to consumers, giving them a tactile experience, delivered right to their home.
Now, as the impact of the pandemic eases, marketers are still using direct mail to reach consumers. Analysts predict that direct mail will grow by 1.5 percent in 2022.
2. People Are Still Working from Home
While many employees have gone back to offices, there are still a significant number of people working at home. And in some cases, this change in work location will be permanent.
Freelance platform Upwork estimates that by 2025, 22 percent of the US workforce will work remotely.
More people working at home means people will still be paying attention to their mailbox – resulting in higher open rates and response rates.
Over 60 percent of participants in a research study could remember personalized and creative direct mail campaigns – and the brands they promoted – much longer than online communications. Memory translates to engagement and, ultimately, action.
Read our most recent eBook, The Science of Direct Mail to learn more about why we connect with direct mail – and how you can create these types of connections.
4. Lessons on Technology
During the pandemic, many companies invested in data or technology to enhance the impact of their direct mail campaigns.
The results were impressive, and today, many companies are building on the lessons learned, using technology to streamline their mailing lists and bring in new personalized elements.
Read how locr’s geomarketing technology enables you to segment and personalize your direct mail easily.
5. The Results
According to Postcard Marketing and Direct Mail Platform Postary, the average response rate of direct mail is around 2.7 – 4.4 percent. On the other hand, email has a response rate of approximately 0.6 percent.
While the cost of producing direct mail is higher than email, the average return on investment on email is much higher – about $4.00.
Whether you are continuing to build your direct mail strategy or are just starting, locr maps and GEOservices can help you create direct mail that makes an impact. Visit us at www.locr.com, or email us at info@locr for more information.