With the increasing popularity of Digital Advertising, some people have been saying they will not be focusing as much on traditional advertising, such as print and direct mail. Direct Mail is still a smart choice for you advertising dollars, however. Contrary to what some may think, the numbers show that direct mail is scanned or read more now than ever before. In a world with so much other distraction, direct mail is becoming more effective not less.
Direct Mail is Where it’s At
The numbers back this up. According to the a recent U.S. Postal Service Study, 79 percent of households at least scan their direct mail daily and 55 percent report they read all of their direct mail daily. That’s compared to 47 percent in 1987.
These numbers hold across all age and demographic groups except for high-income households where scan and readership rates are even higher. Even Millennials (the group figured least likely to read direct mail) still trust and read direct mail—research found that 90 percent of Millennials find direct mail to be reliable and 87 percent actually like getting information from retailers in the mail.
Two big reasons for these numbers are that the widespread use of email (most of my bills come through email now, as I’m sure yours do as well) has reduced the amount of mail in your box (according to the USPS the average American household still only receives two pieces of direct mail per day), and more sophisticated targeting ensures the direct mail individuals are receiving is actually relevant to them.
Less mail in the mail box obviously makes direct mail pieces stand out more (especially if they are well done) and it’s just common sense that people are more likely to read direct mail if they find it relevant to them.
The key is targeting your customers. There is no reason for a small restaurant with a delivery radius of 5 miles to be distributing direct mail 20 or even 30 miles away, and trust me it happens all the time. Paying attention to demographics and location are important, and you can even tailor your direct mail pieces depending on what type of customer is receiving it. With all the advertising people are being inundated with in their email inbox, it seems what’s popping up in their mailbox is working better than ever.