It used to be that we had little communication online, while our physical letterboxes were packed – not just with valuable mail but also with piles of untargeted ‘junk’ mail. Now the junk mail is filling up our email inboxes and our letter boxes are getting emptier.
That’s good for direct mail! It means that creative, interesting-looking, personalised mail stands out more than ever. It’s more likely than ever before to be opened and to engage the recipient’s attention.
Benefits of direct mail
Highly effective and visible in a cluttered digital world
Tailormade for impact
Yes, of course the first task of the envelope is to carry the contents to the recipient. But it can do so much more.
First impressions count! The envelope is the first thing that the customer sees – it is the “entrance ticket”, or the “headline” of direct mail. That’s why savvy marketers spend as much as 50 per cent of their time on the envelope, when creating a direct mail package.
The envelope is a valuable part of the message itself. It incites the recipient’s curiosity and expectations towards the content and it delivers a first marketing message.
An international survey of 3000 consumers comparing preferences for and efficiency of marketing channels confirmed that the printed envelope is the most successful mailing technique. It has not only the highest opening and reading rates (85%), it also beats its electronic and other physical competitors in terms of recall and recognition (67%, email 11%).
Advantages of printed mail advertising, used in synergy with digital communication.
Excerpt from FEPE Quarterly 1, Spring 2021
Report: 2016 European Direct Mail Market Report was published in 2016 in collaboration with INTERGRAF (the European Federation for Print and Digital Communication). The report provided a strategic and economic approach for European direct mail printers.