When the mailbox clatters…you get full attention
INCREASING APPRECIATION FOR MAIL
Every day mail, that’s over. It has become quieter on the doormat. Therefore, a direct mailing automatically gets more attention already. Also because those thousands of online ads haven’t really been seen for a long time. PostNL and MetrixLab conducted a study on the effect of mail. Here are the highlights. The campaign effect measurement on direct mail impact provides insight into reach, rating and response of 436 campaigns. An average of 212 respondents completed online questionnaires. The data were collected over a period of 15 years.
59% say they like direct mailRemarkable: in 2018, this was 39%
37% find the information from the mailing relevant Since 2008, this is an increase of 32%
Greater impact thanks to segmentation and Postfilter
Customer data segmentation techniques are becoming more sophisticated. In addition, the Postal Filter allows a recipient to opt out of mail from companies with which there is no relationship. This makes for cleaner and up-to-date data files, with a positive effect on the reach of a direct mail campaign. Less waste, less irritation!
Rising response and response intention
Actions that consumers (want) to take using direct mail. For example, consider (intent to) website/store visit, contact, product purchase, etc.
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Source: PostNL/Metrixlab DM Benchmark Research 2023
3 tips in a row
- A reminder via direct mail or email is an additional incentive to respond (as yet)
- A self-mailer is saved the most and has an above-average response intention (16%)
- A leaflet provides the highest direct response rate (16%)
Wondering how you can benefit from the power of direct mail? A well-planned and personalized direct mail campaign offers a unique opportunity to stand out. Land your message on the doormat and attract attention that is often lacking online. Take advantage of the value of direct mail today and see the difference for yourself!
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