So, despite the growing popularity of digital coupons, the mailbox is - more than ever - a valuable and versatile source of information.ĭirect mail integrates seamlessly with other marketing tactics, and it can be an invaluable partner as part of an omnichannel marketing strategy. ![]() Vericast research also found 36 percent of consumers want both paper and digital coupons and discounts. People might not read everything they receive, but they certainly sort through it. It’s able to plug in anywhereĮvery household checks the mail. With the right message, you have a tremendous opportunity to engage people with a mailer - now or in the future. It’s tactile, which can leave an impression on the recipient that strengthens recall and brand awareness. There’s something to be said for getting a piece of mail. Yet, ad inserts can be customized to resonate with the local audience. For example, Save Direct Mail provides access to over 112 million households across the entire country. While it is highly scalable from local to national coverage, direct mail can target local neighborhoods around key store locations. According to our Deals & Coupons Report, 44 percent of consumers “feel good about a coupon or discount that comes in the mail because it’s an exclusive offer that not everyone receives.” ![]() And they keep direct mail ads they find interesting for 14.5 days on average. Vericast research shows that 70 percent of consumers read or look at mail ads. That’s the beauty of direct mail marketing: There’s less competition for people’s attention, and your audience is open to receiving it. The mailbox isn’t as noisy as the email inbox or the social media feed. If the increased consumer interest and receptivity aren’t enough, here are three more reasons to embrace direct mail as part of your post-pandemic marketing plan: 1. That does not mean you have to cut out all other marketing channels - direct mail can easily complement media across the board. Now is a great time to seize the opportunity and invest in your direct mail marketing strategy. 49% of consumers miss the printed grocery store circular on weeks when it isn’t delivered (increases to 62% for parents overall and millennial parents, significantly higher versus all consumers).70% of consumers compare prices between brands using the printed store circular (increases to 78% of millennials, 86% of parents, 88% of millennial parents and 79% of affluent consumers, significantly higher versus all consumers). ![]() Vericast’s Consumer Intel Report data revealed that: People find coupons in their mail incredibly useful. With digital advertising soaring 35 percent in 2021 and saturating consumers with marketing messages, direct mail is enjoying its time in the spotlight. So how can marketers achieve top-of-mind awareness? The mailbox offers an ideal path to cut through the clutter and gain the undivided attention of valuable customers and household decision-makers. Of course, going silent isn’t an option if the goal is to remain part of everyday purchase decisions. Record-high inflation is driving up prices across the board and dampening demand in the marketplace, making it necessary for many businesses to pivot their marketing strategies. Read on to learn how you can seize the direct mail opportunity.Welcomed into homes on a daily basis, direct mail is an effective way to enhance your campaigns - no matter what your objectives.As consumers spend more time at home, marketers have had to adapt their engagement strategies.
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