Successful marketing campaigns rely on personal messages. People don’t want to be barraged with advertising, instead they desire a highly personalized message that speaks to them. This message should make your target consumer feel as if they have VIP status, cultivating a relationship that will turn them into brand loyalists. The best way to do this is to utilized personalized direct mail statistics.
The Difference Between Personalization and Being Personal
Consumers are constantly being told what to purchase or engage with on a daily basis. We’ve all experienced this. After you purchase something you might receive an email recommending similar or other popular items. Or you may have binge watched a new television show and now notice a show in the same genre is now popping up in your.
This method of providing constant advertising based on the consumer’s habits is nothing new and is typically called personalization or re-targeting. The idea is to serve one with relevant recommendations to make the advertising more personal.
The fact of the matter is consumers are constantly being recommended products based on their recent purchase all the times. After a while, these recommendations start to feel less and less personal and more like carpet bombing advertising. According to Google Q1 2020 statistics, the average click-through rate is just 1.55%. Personalized direct mail statistics show that personalization can boost click-through rates.
Personalized Direct Mail Statistics Cut Through Online Noise
Slicing through the noise of digital channels to reach consumers on a personal level is the challenge facing every marketer. Many overlook the effectiveness of traditional marketing channels such as direct mail. If you can analyze the data you have collected on your target audience, you can create compelling content and place it in the consumer’s hands with direct mail.
There is a misconception that the younger generations, particularly millennials, are not responsive to direct mail. But an August 2020 article shows that 73% of millennials use direct mail coupons and 63% of millennials responded to a direct mail piece in the last three months. Holding a coupon or offer creates a distinct impression.
Vouchers in digital form are saved or archived are easily forgotten. It is much easier to forget something when using a device because our attention might be pulled away to Facebook or even a new text message.
Companies have also seen a boost in sales because of direct mail. For example, retailers have seen a $21 million dollar difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not. Although you might think people would throw away catalogs they receive in the mail, Boden customers spend up to 15 to 20 minutes with their catalog, vs. an average of 8 seconds for an email and 5 minutes with their iPad app. Digital channels are simply so fast moving that often times the message does not reach its desired destination and get the “hoped-for” result.
The bottom line is that people are still very interested in receiving something physical in the mail. To be more precise, 70% of people are curious to find out what’s in their mailbox. So take advantage of people’s curiosity. Surprise them with something that they never expected, and compel them to act with your piece of direct mail.
When it comes time to develop your next personalized direct mail campaign, contact the direct marketing experts at One Stop Mail by calling 602.932.7984 or reaching out to us here.