New research shows that 74% of marketers agree that direct mail delivers the highest ROI of any marketing channel. Here’s why direct mail is such a potent marketing and remarketing tool.
The undeniable power of direct mail
Direct mail offers a tangible and physical presence that engages recipients in a unique way. Time and again, consumers have stated that they welcome receiving relevant direct mail in their mailboxes.
Over time, direct mail has evolved to take advantage of new digital technologies – such as retargeting and programmatic direct mail – to drive the strongest return on advertising spend in the marketing mix.
Some recent findings confirm the continued impact of the digital+direct mail combination:
- Direct mail recipients spend more than people who don’t get that same piece of direct mail.
- Customer retention rates are 90% higher for omnichannel marketing compared to a single channel.
- 30% of customers who engage with multiple channels spend up to 30% more than single-channel customers.
Direct mail has certainly proven its value for national jewelry retailer Gorjana. The company was an early direct mail retargeting pioneer and has never looked back. When Gorjana CMO Elton Graham wanted to pursue a more sophisticated programmatic direct mail approach, that’s when he turned to LS Direct.
“The Boomerang direct® algorithm really scores on the propensity level — who’s most likely to react to a postcard,” Graham explains. “We’re not just mailing everyone. LS Direct uses engagement and many other attributes to really sharpen their targeting.”
Timing matters with direct mail retargeting
When choosing a programmatic direct mail partner, speed is one critical factor to assess.
According to the National Postal Forum, when the mail piece is hyper-targeted and sent while a brand or product is still top of mind, marketers saw a 300-400% lift in conversion rates when targeting cart abandoners specifically.
Further, 65% of marketers reported an increase in website traffic and 47% reported an increase in conversions.
For more findings on the power of direct mail, download The Evolution of Direct Mail in a ROAS-Driven World >
