Direct Mail Anchors Your Brand

Anchoring Your Brand Through Direct Mail

By Dianne Timberlake, HR Manager & Brand Ambassador at The Daniels Group

Recently, I texted my sister inquiring if she received the birthday gift I mailed by USPS.  “Yes, just got it.  Thank you!”  she replied happily.  Then, she asked, “Do you get Informed Delivery from the post office?” (USPS offers residential customers digital previews of their mail the morning of delivery).

My instant reply was “No! I don’t want any more emails.”

Direct Mail Anchors Your BrandThat brief exchange validated two things:

  1. Print is alive and well. After all, the post office continues to flourish ($70.6 billion operating revenue for fiscal year 2018)
  2. Email overload continues to be a major concern (Google shows 94,000,000 results for this topic)

Point number 2 above is a contradiction because, I like many others, check regularly throughout the day for incoming email, and apparently there’s the same type of response to postal mail. from Small Biz Genius provides important related data in her article Direct Mail Statistics That Will Have You Running to the Post Office.  She says:

  • 41% of Americans of all ages look forward to checking their mail each day. (Gallup)
  • Oversized envelopes have the highest response rate: 5%. (Data and Marketing Association)
  • 59% of US respondents say they enjoy getting mail from brands about new products. (Epsilon)
  • Advertising mail is kept in a household for 17 days on average. (Mailmen)

Vojinovic also offered the following:

  • 2% of direct mail recipients either read or scan the mail they get.
  • Direct mail requires 21% less cognitive effort to process than email.
  • Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.
  • Direct mail offers a 29% return on investment.
  • 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

I can definitely check the box affirmatively on each of these points.  On my desk at home is a stack of mail for products I’ve been meaning to buy, ask about, or recommend to others.  And, I’m doing fine not having known in advance that these pieces were in my mailbox.

The Daniels Group continuously helps organizations to anchor their brand through well thought out, beautifully printed pieces strategically deployed through direct mail campaigns.  For over 35 years, we have partnered with private and public sector companies to build successful campaigns that positively influenced growth.  Here are the five key elements of our support:

  1. Design the marketing campaign, including crafted messages, frequency and timing of delivery, size and shape of the mail pieces.
  2. Acquire mailing lists for the target zip codes.
  3. Print and address the mail pieces.
  4. Obtain the lowest possible postage rates.
  5. Drop off at the post office for delivery.

Ready to explore the possibilities? Reach out to David Griffiths, 828-277-8253.