Archive for November, 2014

Report from DMA2014: What’s All the Excitement About – Direct Mail?

Monday, November 3rd, 2014

Direct mail targeting affluent consumers continues to be a key driver of sales in the luxury market.

Direct mail continues to be a key driver of sales in the luxury market.

Twenty years of attending the DMA Conference (The Global Event for Data-Driven Marketers) and I’m still learning and bringing actionable new knowledge to my clients. To that end, allow me to impart some words of wisdom fresh from the floor of the show: Direct Mail is all the Rage!

I spoke with a few happy direct mail solutions providers satisfied with the current business climate. Heard that postal service bureaus are humming along. And besides meeting with rising interest in Wealth Window’s mailing addresses, I noticed increased chatter about straight-ahead direct mail overall.

Rising out of the multichannel buzzscape from retargeting to social strategy, stands the towering pillar of success that direct mail represents in direct marketing. It seems that placing your offer, your catalog or your story into the hands of your audience via their coveted mailboxes remains tried and true to this day.

People still like getting their mail and perusing it at the kitchen counter, on their couch and even in their bedrooms. You see it’s the comforting tactile feel of tearing open an envelope or thumbing through pages of a catalog that can evoke emotion. A majority of consumers even “say that receiving mail is a real pleasure.” That could be why standard mail volume is growing at 3% with marketers spending over $45 billion on this channel through the end of 2014.* And back in the early 2000s we thought email would be the death of us. LOL.

Maybe I’m just selectively perceptive, but I keep seeing articles in defense of direct mail like…

 

As Craig Simpson points out, “Direct mail has a long, proven history as a successful advertising medium. Just because there is a new advertising option available, it doesn’t mean that it will work better [than direct mail].”

In fact, nearly two-thirds of all consumers bought something as a result of a direct mail piece in 2013. Perhaps surprising is that young adults are highly responsive to direct mail. How could that be? I say that because they are bombarded by email, spam, texts, digital ads and social media, they just find direct mail to be more personal.

I’ve always known direct mail to be a key driver of sales in the luxury market. Wealth Window has been serving up the postal addresses of high net worth consumers to upscale marketers for over 36 years. Luxury Daily points out that, “Luxury marketers continue to use mail because it works and because it is easier to convey luxury in tactile form. Even Forbes states that, “mail is often the only reliable way to reach reasonably affluent males.”

Direct mail continues to perform for my mailers in every major luxury market including:

 

The digital age has ushered in a lot of big data, marketing metrics and real-time audience intelligence, which is making a huge impact on direct mail marketing as well as digital display, email, social and mobile. I strongly recommend conducting multichannel campaigns and fine-tuning as data streams in. Direct mail has always been data-driven and is designed to benefit from all the useful data it can get from targeting to creative strategy.

Now with information gathered from new media, we have more actionable insights about our customers than ever. But let’s not lose sight of the fact that the most effective direct marketing is very personal, and it does not get more personal than placing your relevant brand message right into your next buyer’s hands.

 

* Source: DM News, “Direct Mail Remains Impactful”

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