A recent Special to Financial Post article examined direct mail’s role as a driving tactic in today’s integrated marketing campaigns. The facts may surprise agency clients who have lost sight of this channel’s power to deliver results amidst a tsunami of digital choices. For example, 89% of Canadians1 will open a piece of direct mail if it looks interesting.
Direct mail has stopping power.
A recent piece for Shell’s loyalty program enjoyed a stunning 39% response rate, almost eight times the industry average. “Direct mail allows us to bring the Shell brand into our customer’s homes versus hoping they drive by our stations,” explains Shell Canada’s loyalty manager Marc Guillard.
Direct mail makes it easy to optimize campaign metrics
It’s easy to include unique URLs, phone numbers, QR and AR codes to track the success of segmented offerings and calls to action. Direct mail is also a simple way to find out which digital channels your target audience are most receptive to.
15 million addresses and detailed consumer information
Direct mail reaches every household and business in Canada. And there are planning tools that segment data and identify and target top prospects for campaigns of any budget size.
Read the full article now for insights into how your next marketing campaign can take advantage of direct mail’s unique properties.
1Source: Consumer Attitudes to Direct Mail and Traditional Media, May 2010, CP 09-210.