As more and more of our lives have moved online in recent years, digital fatigue has set in. Exhausted by old TV shows, endless Zoom meetings, and Facebook live weddings, people are looking for ways to make connections that don’t involve staring at a screen. receiving physical mail offers the kind of tangible, real-life connection that people crave. And by avoiding cluttered web pages and clogged email inboxes, brands can stand out and drive real results by engaging people at home.
But is sending physical marketing emails still a relevant tactic in 2022? short answer: yes.
and while pebblepost operates on a different channel (programmatic direct mail), there is decades of data available from what you might consider the ancestor of pdm, and every other data-driven marketing channel, for that matter: traditional direct mail, that demonstrate how effective engaging people at home can be.
We’ve rounded up some of our recent favorites for you to enjoy:
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- The direct mail advertising market is projected to grow from $71.57 billion in 2021 to $72.67 billion in 2022. (Global Direct Mail Advertising Market Report 2022)
- The average return on investment for direct mail is $4.09 for every $1.27 spent. (global news wire)
- the average response rate for direct mail is between 2.7% and 4.4%, compared to 0.6% response rate for email . (news)
- 73% of US consumers prefer brands to communicate with them via direct mail because they can read the mail at their convenience. (small business genius)
- over 40% of direct mail recipients read or at least scan the direct mail they receive. (small business genius)
- 84% of Gen Z have received a direct mail piece with a qr code to engage with a brand online (by watching a video, going to a destination with a sales copy or order by phone/action device). almost 40% of these campaigns used direct mail and generated a profitable return on investment. (cdmg inc.)
- Nearly 90% of millennials love getting mail. this dovetails with his affinity for physical media, such as vinyl records. The study also revealed that 57% of millennials responded to direct mail offers. (usps).
- Two-thirds of Gen X consumers say they have a positive impression of companies that send relevant marketing email. (USPS)
- While general mail rates decreased, total direct mail volume increased by 28% from 2020 to 2021. (Subsequent Direct Mail Trends Report: Q4 2021)
- direct mail volume has increased in the us. In the US, from 67 million in 2020 to 70 million in 2021, an increase of 4.7%. (statista)
- postcards have risen in popularity, with envelope packs down 15% in the last year. (whoismailinghwhat.com, “25 Direct Mail Trends for 2021”)
- There was a 49% increase in sales and a 125% increase in inquiries from customers receiving email and catalogs. (harvard business review)
- a survey of more than 500 marketers found that nearly two-thirds see “good” ROI (59%) from direct mail campaigns. (marketing graphics)
- Over 70% of Gen X consumers feel that mail is more personal than online digital communications and are more likely to read promotional mail than email. (USPS)
- A third of consumers report feeling overwhelmed by technology during COVID-19. parents and adults who work from home report feeling overwhelmed at even higher rates. this fact highlights the fact that people are once again preferring portable marketing communications. (deloitte perspectives)
connect with consumers at home in 2022 with programmatic direct mail
Engaging people at home with physical mail is more important than ever, and while traditional direct mail clearly has many advantages, adding programmatic direct mail to the mix gives you even more options to drive performance at every stage. of the customer life cycle. .
Want to learn more about how you can make programmatic direct mail part of your omnichannel marketing strategy? Check out our acquisition and retention solutions, or contact us directly through our contact page.
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