Direct Mail: 10 Things Your Business Needs To Know

There is no arguing that in the modern age, online campaigns are going to play an important role in your businesses advertising. That is not to say that you should overlook direct mail advertising because, with careful planning and some innovative design ideas, a well-constructed direct mail advertising campaign can be one of the best forms of communication available to you. Here are a few statistics that might encourage you to think twice about overlooking direct advertising:

1. 90% of direct mail is opened and around half of all adults in the UK act upon the mail they have received.
2. 14.2m UK adults made a purchase as a result of receiving direct mail; with 2.8m trying a new product or service for the first time, 3m making a telephone enquiry and 10.5m taking advantage of a voucher of coupon they had received in the post.
3. On average, for every £1 invested in direct advertising, businesses see a return of £3.22. This is compared to a return of £3.12 for online advertising.
4. Over half of people over 65 have not used the internet in the last year. This is a massive target audience you are failing to reach if you invest solely in online advertising.
5. Online campaigns repaid 62% more when used in conjunction with a direct advertising campaign, with TV campaigns repaying an extra 37%.
6. Based on postcode, demographics, interests, purchase history and mailing list subscribers it is possible to pinpoint the exact people to target your direct advertising campaign at. Even with the most accurate of view targeting possible, TV and press campaigns will still hit 30% of the wrong audience.
7. Approximately 6m people placed an order by post in the last 12 months.
8. 90% of people read mail order catalogues that are sent to them through the post; with a further 70% going online to find out more after receiving catalogues.
9. Direct advertising encourages people to buy more; increasing the number of purchases by over 70% and adding an additional £110 to their online spending.
10. Approximately 20% of direct mail is saved for a later date. This can result in customers making multiple purchases from a single piece of mail.

These statistics demonstrate that direct mail offers great returns and unbeatable value for business. It is equally as effective as a standalone campaign, or when integrated with other forms of advertising media. If you would like help and advice planning your next direct mail advertising campaign, do not hesitate to contact us for a chat. You can speak to our team by calling 01603 488001, or emailing websales@col-print.co.uk.