Goal: Misconceptions of Direct Mail
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Title: Common Misconceptions in the Direct Mailing Industry
Direct mail is one of the most effective, yet misunderstood marketing tools. Take a look at the five most popular misconceptions — and learn how to respond so that you direct mail campaign gets off the ground.
Myth: Direct mail is used to send junk mail.
Fact: While some pieces of direct mail might not always be wanted by the recipient, direct mail is far from junk mail. In 2015, the Direct Mail Association reports, more than 2.5 billion coupons were redeemed — and they were sent to the redeemers via direct mail. More than one-third of people under 30 look forward to checking their mail each day, and at least 42
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Fact: In a world where coupons and sales are e-mailed every day, there is something to be said for having a tangible copy. In fact, 66 percent of people are more like to remember a voucher — and the business who sent it - if they have a physical copy. As a result, marketers who integrate a variety of mediums find the best results.
Myth: Direct mail is unpopular and doesn’t reach customers.
As far as reach goes, not much is better. A majority of customers — 92 percent, to be exact — prefer direct mail for their purchasing decisions, and 79 percent of households read or scan direct mail ads. Customers are more likely to try a new company because of an ad, and are more memorable than other marketing avenues.
Myth: Direct mail isn’t environmentally friendly.
Fact: E-mail — and the Internet — use tremendous amounts of electricity, from the recipeint’s device to the company’s equipment, to the host’s servers. Many main players in the paper industry, though, are very involved in reforestation, with some planting trees at a two-to-one ratio; others are even higher. Once the piece arrives at an individual’s house, it is more lielyo to be recycled.
Myth: Direct mail is