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Direct Mail vs Email

Key Statistics: Direct Mail vs Email

Direct Mail vs Email – We take a look at the key statistics on customer engagement and ROI across both Marketing channels.

There’s no question email was one of the most important inventions of the 21st Century, but many would agree it’s one of the worst. Sitting in front of your computer bombarded with messages for hours—a never-ending stream. At least before it existed someone would have to write a letter first and then put it in the post! These days these views aren’t isolated and many of your customers think the same way. In fact people admit to responding to only 0.12% of email messages. Now that’s a scary statistic for any marketeer.

It’s easy to write off direct mail when you’re bombarded by emails distracting your attention in different ways without your realising. But a piece of direct mail is different: It gets the reader’s attention because they’re holding it. And you can’t ignore something that’s already in your hand. 56% of people find printed marketing the most trustworthy of all the channels; that’s powerful insight right there.

In comparison to email direct mail has a greater likelihood to convert. How much? 4.6% of all mail sent converts to a response, which eclipses the paltry 0.12% of email. To imagine it in plain terms, for a mail campaign sent to 100K recipients, 4,600 of them will make a purchase. Email doesn’t even scrape in with 120 respondents. They both took the same amount of time to plan, draft and execute; which has the greatest return on your time and labour force?

But it doesn’t stop there. Direct mail generates 10% more customers than email (34% direct mail compared to 24% email) and 17.7 million people ordered within 12 months of receiving a direct-mail catalogue. Why? Direct mail conveys sentiment and emotion—it makes people react. This isn’t to say that email is entirely bad. Email serves its purpose and works quite well with direct mail for totally integrated campaigns, and it can even be a means of securing the sale with your customers, but it shouldn’t be the sole method to contact them.

As marketeers our job is to create an emotional response in our target audience. Choose the way to cause a real reaction. Email might make for a great support act, but the real star is direct mail.

 

To talk about your direct mail campaigns please contact us enquiries@firstmove.co.uk or call 01494 539300.

 

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

Harness the power of digital to execute your direct mail campaigns

How to make the most of your email campaigns with Direct Mail

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5 Reasons Why Direct Mail is Better than Email

We’re sure you’ll agree: as experts at direct mail we should be celebrating it, but too often we find ourselves defending it. In fact, direct mail is one of the most powerful, versatile and cost-effective ways of marketing your business, brand or product. Here are 5 reasons that prove why direct mail needs no defence.

 

  1. Direct mail is physical

There is something far more compelling about what can be held in the hand: the tactile connection, the little touches that can be added to the printed page – these ensure a deeper sense of connection and trust for every potential customer.

An email will be lucky to get through your prospect’s spam folder and into their inbox, but a physical piece of mail will make it into your prospect’s hand, into their home or business – and won’t be deleted as soon as it’s opened.

 

  1. Direct mail makes an emotional connection

Another proven benefit of real physical marketing is its power to stir customers’ emotions and create a connection with the brand and the offer.

In fact, research by Bangor University that compared responses to physical and virtual material showed that physical messages trigger a much deeper emotional response than virtual messages. This stronger emotional connection means that physical messages fix deeper in prospects’ memories and generate more positive, powerful brand associations.

 

  1. Direct mail has a greater response rate

Ideas and branding are important when it comes to marketing, but the bottom line is always the response rate: in other words, how many prospects who received your marketing actually went on to become paying customers. And it’s here that direct marketing really leaves email for dead. Compare a response rate of just over 1 in 1000 for email, to a response rate of around 1 in 25 for direct mail; that’a more than enough of a difference to translate the greater investment needed for direct mail into a very worthwhile return.

 

  1. Direct mail adds a personal touch

We all respond better to a personal touch. Whether it’s a handwritten address, a personal message, or a novel inclusion in a parcel, it’s personalisation that puts you right in the room with your prospect and opens up a one-to-one conversation. Combined with the added power of making a physical connection with your customer, the possibilities of personalisation in direct mail are almost limitless.

 

  1. Direct mail tells you more about your prospects – and your success

There’s no point screaming into the digital ether, not knowing if you’re getting a response. With direct mail, an inbuilt feedback system allows you to monitor the results of your campaign with ease.

Take, for example, an approach which A/B tests different campaigns to determine the most successful approach. Begin small, and if the testing shows one campaign is succeeding, go big. Later, use testing to fine-tune your campaign, ensuring minimum investment for maximum return.

Less we forget – – A virus can’t piggy back on your direct mail either…

 

If you’d like to talk further about your direct mail campaign call us on 01494 539300 or email enquiries@firstmove.co.uk

 

You might also be interested in the following articles:

Achieving better direct mail response rates in the digital space

Harness the power of digital to execute your direct mail campaigns

Why Direct Mail in the 21st Century?

Why Direct Mail in the 21st Century?

Is Direct Mail old fashioned? Tired – past its Prime? Overtaken by e-mail?

The above are typical of comments heard over the last few years.

The main comparison marketers undertake is between e-mail and direct mail – they both have their strengths and weaknesses so let’s explore this.

There is no one way to undertake your marketing – you should be using all the methods available to communicate and sell that are open to you. Research proves that using more than one method together increases effectiveness by on average 24% over using the individual methods on their own.

 

E-mail –   is fast, quick, low cost and research shows people prefer it as a method of communication when they know the organisation that is contacting them. In 2013 average open rates were 19.6% (consumer products faired better at 25.4%) and a unique click through rate of 16.9%. Only 3.0% of those who received the e-mail actually visited a webpage and that generated an average response rate of 0.12%. Where you have a relationship with the individual results improve and the top performers had an open rate of 38.6% but 25% of e-mailers only achieved 7%.

This data shows that e-mail can and does work but the sheer volume of clutter in peoples in-boxes, shows that e-mails are great at communication mainly if the recipient knows you.

However setting out to build a business and generating new enquiries is far more difficult due to low open and response rates and the difficulty in sourcing good quality e-mail lists.

 

Direct Mail – 100% delivery, 56% of people believe that printed marketing is the most trust worthy form of communication, 66% of consumers keep their mail for over 2 weeks. Even in a digital world direct mail gets 44% of recipients to go your website. Average response rates are 4%. Overall 7% of receivers will take some sort of action.

Research undertaken at Bangor University looked at how the brain reacts to printed material versus virtual stimuli. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, helps to develop more positive brand associations, the materials have a more personal effect, and therefore aid motivation.

Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data provides a great opportunity to build your business. Costs are of course higher which is why you have to adopt the right approach to making it work.

 

Bibliography
Silverpop 2013 E-mail marketing metrics study
DMA response rates 2012
Royal Mail
Millward Brown – Using Neuroscience to understand the role of direct mail.

David Amor is Managing Director of First Move direct marketing, a leading mailing house located in the Thames Valley and sponsors of the 2014 DMA Awards Business to Consumer category.

Contact First Move today on 01494 854732 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

Harness the power of digital to execute your direct mail campaigns