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Direct Mail Plays Well with Others


Here at B Direct, one of the things we love about direct mail is how well it plays with others.

We used to joke with clients after they selected a direct mail concept, quoting any employee at your local McDonald's: "Would you like fries with that?" What we meant was that after all of the thought and creativity and problem-solving that went into a direct mail package, it was pratically a no-brainer to extend the concept into other media — whether that was a print ad, an email, digital banner, or a follow-up postcard. The heavy lifting was already done.

And, direct mail always works better when it's part of a bigger, integrated campaign.

But, don't take our word for it. According to a new study by PFL and Demand Metric, response rates for direct mail in integrated campaigns are 41% higher than direct mail that stands alone. And ROI improves by nearly 63%.

(Well ... duh!)

Here are some of the other findings.

Of the 600 marketers surveyed, more than half use some sort of integration and 80% believe that it improves multichannel performance. But, only 16% claim to have fully integrated direct mail so that results are tracked through marketing technology.

If that seems like a lot of missed opportunity, consider this. Only 40% of marketers are "significantly personalizing" their direct mail. And, only 12% are "completely personalizing" it. This, despite countless industry studies proving that personalization improves response.

And, it isn't because the marketers surveyed don't believe in the power of direct mail. In fact, nearly 80% said that "branded, personalized" direct mail is second only to face-to-face events for effectiveness.

Direct mail is still an important part of the marketing mix. And, if you're going to invest in mail, why not do it right? Target your audience with a personalized message. And, extend that message into your other channels.

After all, who wouldn't want fries with that?


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