Amazing Facts About Business Mail

Amazing Facts About Business Mail

As digital methods continue to dominate the marketing initiatives of businesses in the present-day business landscape which is highly shaped by networked intelligence, businesses that are still deploying traditional direct mail is more likely to feel outcompeted by the ones that have adopted the digital marketing route. With people using more electronic gadgets to facilitate faster communication these days, some may suggest that direct mail marketing is now an obsolete idea that does not deliver promising results. However, you will be surprised to know that even in this technology-enabled Information Age, direct mail marketing still continues to dominate the business mail landscape with stats revealing the actual perceptions of today’s individuals.

In 2012, traditional offline marketing, which includes direct mailers, stood as a $93.6 billion industry and this further highlights the fact that direct mail forms the largest component of direct marketing expenditure of modern-day businesses. Did you know that 73 percent of consumers actually prefer traditional mail over other marketing methods? A survey conducted by the International Communications Research revealed this fact.

Did you think that email works better than direct mail? According to Harvard Business Review, direct mail generates a 25 percent response rate whereas email yields a 23 percent response rate. This may make you rethink and redesign your marketing strategies. In a 2013 study conducted by the Direct Marketing Association, 79 percent of consumers are more likely to respond to direct mail immediately compared to 45 percent of other respondents who said that they would act on email instantly. When it comes to message recall, direct mail seems to promote a stronger impact with a Central Mailing Services study revealing that 57 percent of people are more likely to remember a message that reaches them via mail.

If you have introduced your business in the market quite recently and want your target audience to know more about it, consider investing in direct mail marketing with a Direct Marketing Association study claiming that 39 percent of customers are more likely to try a new business if it is promoted through direct mail advertising. If you are looking to build long-term relationship with your customers, send them a business mailer at regular intervals. According to a survey conducted by Mail Print, 70 percent of people revealed that after receiving a business mailer, they chose to renew their relationship with a business that they had stopped using at some point of time.

Direct mail fosters a sense of excitement that email often fails to generate because of its virtual nature. In an Epsilon 2012 Channel Preference Study, 59 percent of U.S. respondents revealed that they enjoyed receiving postal mail from companies regarding new product launch. You might be wondering whether your mail or email is actually opened and read by your target audience. In a Direct Mail Information Service study, it was revealed that more than 75 percent of direct mail is opened by recipients and around 63 percent of them are read.

While it’s worth investing in online marketing campaigns to capitalize on the ongoing information technology boom, it makes sense if you allocate a certain portion of your advertising budget to direct mailers as well. This is further reinforced by the findings of a Direct Marketing Association study which suggest that after receiving a direct mail, 44% of people visit the company’s website, 34% conduct online research to know more about the company and its products, and 26% save it for use at a later date.


Leave a Reply