{"id":19399,"date":"2022-11-28T20:44:35","date_gmt":"2022-11-28T20:44:35","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/28\/the-impact-of-direct-mail-for-2023\/"},"modified":"2022-11-28T20:44:35","modified_gmt":"2022-11-28T20:44:35","slug":"the-impact-of-direct-mail-for-2023","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/28\/the-impact-of-direct-mail-for-2023\/","title":{"rendered":"The Impact of Direct Mail for 2023"},"content":{"rendered":"

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Direct mail works. Its impact can be felt by many brands and charities across many marketing sectors.<\/p>\n

I\u2019m not going to tell you anything you don\u2019t already know. I could talk about the mail moment, standing out, how direct mail \u201changs around\u201d \u2013 or the ability to use mailing lists to target your best customers.<\/p>\n

I could cite the latest B2B statistics showing<\/a> that 23% of the \u201cbig brands\u201d plan to increase their advertising dollars on direct marketing\u00a0 (vs 14% on email marketing) in 2023.<\/p>\n

Or, I could mention the study by Statista.<\/a> This study indicates that advertisers are expected to spend over $43 billion on direct mail in 2022. That\u2019s a 3.5% increase of over $40 billion spent in 2020. 2023 promises to be even higher.<\/p>\n

And\u00a0Omnisend\u00a0market research found that the purchase rate of an omnichannel marketing campaign is more than 2.5 times higher than that of single-channel marketing. So, if you\u2019re looking for a way to reach consumers and boost your sales, direct mail should definitely be part of your marketing mix.<\/p>\n

Direct mail provides marketers with lots of opportunity for success. That\u2019s because direct mail:<\/p>\n

Engages <\/strong><\/h4>\n

Direct mail engages more mature audiences, who often have more money to spend and have the time to respond. And don\u2019t forget the USPS study<\/a> that shows millennials enjoy, open and respond to direct mail.<\/p>\n

Drives action<\/strong><\/h4>\n

Many advertisers have one goal in mind, which is to drive traffic to their website. Direct mail drives customers and prospects online. It directly influences online visits and orders. Think QR codes on print that link to websites<\/a> and email addresses.<\/p>\n

Is creative<\/strong><\/h4>\n

Direct mail allows you to run interesting, creative and tactile campaigns. In 2023, we are hearing from marketing gurus that tell us to hit all the senses. Direct mail is the only channel that allows marketers the possibility of reaching all five senses. Remember scratch and sniff? What about AI?\u00a0 I believe we\u2019ll see more of that in 2023.<\/p>\n

Offers refined targeting<\/strong><\/h4>\n

Mailing lists have evolved to a science. You can be as specific as you want. Demographics, psychographics, synchographics<\/a> (marketing timing \u2013for example- think new homeowners<\/a>) \u2013 all yours for the asking!<\/p>\n

You can continually refine direct mail targeting. Not only for consumers, but for businesses<\/a> too. You want to make sure you use the best high quality data \/ mailing lists you can get. That\u2019s what ups your response.<\/p>\n

Blends with other media<\/strong><\/h4>\n

Direct mail works well with other channels, combining to create higher response. Studies show that when you couple direct mail with digital media, it increases conversions by 10% \u2013 25%.<\/p>\n

Because of that, in 2023, we are going to see both multi-channel<\/a> and omnichannel<\/a> marketing campaigns in play.<\/p>\n

Remember, the key here is to get the best targeted marketing list obtainable. Then, you can append email addresses and phone numbers (scrubbed, of course) where available. This gives you the opportunity to reach out to your best prospects through as many different channels as you can.<\/p>\n

That\u2019s the way you can break through the clutter, up your response rate and increase your lead generation!<\/p>\n

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