Evolution of Pieces

Why the adaptability of direct mail can help your marketing thrive.

As you know, we just put out the 40th issue of Deliver. And while we naturally think this represents a grand achievement for the world’s greatest marketing magazine, we also believe that this milestone suggests plenty about the creativity, versatility, power and endurance of direct mail marketing.

Sure, over the years we’ve seen an unprecedented splintering of marketing channels. Some of these new media find a legitimate toehold in the marketplace. Others catch fire for a moment, only to fizzle later (virtual worlds, anyone?).

But as we’ve proven, no matter what comes along, direct mail will endure. See the generational shifts taking place among American consumers? Some would have you think that younger consumers are growing less interested in mail, but we heartily disagree.

Why? Because the numbers back us up. Take, for instance, a recent study of the response to standard mail pieces by age of head of household: It shows that, of those respondents ages 22 to 24, more than 18 percent say they will respond to mail. Moreover, that’s a 12.8 percentage-point increase over the previous year’s figures. Seems to us an increase suggests that mail is actually growing in popularity with many younger consumers.*

Studies have also registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs.*

Think mail isn’t cost-efficient? Consider, then, that when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either e-mail ($53.85) or paid search ($99.47).*

So not only does mail continue to evolve and expand its reach, it also endures as a customizable, tangible form of messaging that won’t break your budget to put into play. Downplay this opportunity, and you, dear CMO, won’t have anyone but yourself to blame for any resulting marketing woes.

Because, for 40 issues and counting, we’ve told you so.

* DMA 2011 Statistical Fact Book