Image courtesy of Rethink. Photographer Chris Nielsen
Do you know which marketing channel is noticed by 8 out of 10 consumers? Has inspired 50% of Canadians to make an instore purchase? Ups online purchases by over 20%? Has a response rate 20 times higher than the best digital channel? And is Millennials’ favourite way to receive offers, especially local ones? If you guessed direct mail*, you are right.
The results get even better when it’s integrated into digital campaigns.
Direct mail lifts response rates
Some studies estimate that the average urbanite is exposed to over 1,000 ads every day – the majority of them digital. For consumers, direct mail cuts through the marketing clutter. They’re much more likely to notice, open and read direct mail than digital marketing. That’s one of the reasons physical mail effectively drives customers to both websites and brick-and-mortar locations. When office supply giant Staples.ca sent customers a flyer and an email, the response rate was 6 times higher than that that of customers who received only an email, according to marketing manager Dwayne McMulkin.
Let’s talk about cat litter, said almost no one, ever
Challenge accepted. Faced with a minimal budget and a decidedly unglamorous product, Vancouver’s Rethink Communications Inc. created a marketing campaign that generated over 3.5 million online impressions, a place as a finalist in 2014’s Cannes Lions and a lot of new business for its client, Bulk Cat Litter Warehouse.
A flyer campaign within driving distance to the store was picked as delivering the best bang for a tiny budget. Cards with cute cat cartoons and to-the-point copy were sent to homes along the chosen routes. At which point the campaign’s genius became evident. Cats began grabbing the cards from tables and bags to play with – making their owners sit up and look. Rethink’s moment of inspiration? They printed the flyers on paper sprayed with catnip.
Your brand in hand sparks more of your customers’ brain
The human brain is hardwired so that direct mail’s physicality has an advantage over other channels when it comes to impact, retention and response. The more senses that are engaged, the more attention the brain pays – and the more emotional weight it assigns to the brand. A well-designed piece of direct mail has visual impact, tactile qualities (paper weight and texture), sound (the tearing of an envelope or the zip of a tear away offer) and even, as brilliantly demonstrated by Rethink Communications, the possibility of smell.
Because it’s mapped and remembered through several sensory portals, you might say that physical marketing accesses the brain’s multi-channel integration processes.
Explore how to lift your next marketing campaign’s results by adding direct mail to the mix
Contact our direct mail specialists or call to set up a meeting: 1 (866) 511-3136
*Numbers quoted in this paragraph come from the following sources, in order; Brandspark Canadian Marketers Survey 2013, DM Omnibus 2014, Royal Mail MarketReach Mail and Digital 2014, Neuroscience and DM, Feb 2015, and Research Now 2013