With digital taking a rise, direct mail campaigns may seem irrelevant in this day and age. However, research shows that Millennials actually enjoy receiving mail and will open it. With USPS cutting deals so businesses can advertise via mail at a low cost, the Post Office is looking to branch their reach even further with Informed Delivery by USPS. If available in your area, Informed Delivery allows you to sign up for notifications that will notify you not only that your mail has gone out, but you will also receive digital copies of that mail before it reaches your mailbox. If you’re thinking “What’s the difference between this and an email?”, there is none.
With direct mail having a higher response rate than email (4.4% vs. .12%), it’s yet another resource that marketers can take advantage of especially with the holidays fast approaching. With most businesses sending out holiday deals as early as November 1st, this may be another valuable asset. With the digital view available before it’s received in the mailbox, recipients can view holiday deals before they’re opened whether they’re at work or out of town. This could make a more lasting impression as 60% of people say that receiving direct mail created a more lasting impression and 57% of buyers feel more appreciated when they receive direct mail. By being able to view offers early, it could drive more traffic in store and online.
This doesn’t have to apply to just the holidays though. Statistics show that direct marketing is not dead yet. In research funded by the U.S. Post Office, most people put greater attention to digital ads with similar engagement to physical ads, but they were more likely to buy the product after viewing the physical ad. So it’s still worth investing in a direct mail campaign if that method works best for your target audience.
It’s clear that this may be another effort by the Post Office’s to stay relevant and keep up with the digital age, but this may prove that direct mail marketing is not going to fade out so quickly.