The more we can touch it, play with it, see it, smell it, and taste it – the bigger an impression something makes on us. Canadians are more than twice as likely to remember a product or service because of an ad received in their mailboxes as through an email.
READ ALSO: Marketing to the 5 Senses.
Porter Airlines recent marketing campaign to existing customers used multiple channels, including personalized direct mail pieces, to stay top of mind. Although just a fraction of the cost of other media channels, tracking revealed that the direct mail pieces generated almost 50% of the campaign’s revenue!
Mail has staying power – going from the customer’s mailbox, to their kitchen counter, to top-of- mind. No viruses, no SPAM, no pop-ups, just a great message or amazing offer that customers are more likely to remember and, better yet, act on.
The percentage of Canadians who are more likely to remember a product or service because of an ad they saw …
Direct Mail Omnibus, CPC #12-220, January 2013