When planning a direct mail campaign, it’s easy to become overwhelmed with the sheer number of decisions you have to make. Which format should I use? Do I want variable data? What can I do to better influence my target audience?
The answers to these questions, of course, depend on a variety of factors, including your goals and budget. However, knowing a few key facts and statistics can help you make informed decisions about your campaign specifics. Just check out the insights below:
When it comes to return on investment (ROI), print reigns supreme.
In the Association of National Advertisers 2022 Response Rate Report, letter-sized envelopes generated an ROI of 112% – beating out email campaigns by an astounding 19%.
Personalizing your pieces can generate better results.
Detailed mailing lists and variable-data printing make it extremely easy to incorporate recipient names into your direct mail pieces – and doing so is well worth it, with 78% of consumers saying they’re more likely to make a repeat purchase from brands that personalize, according to HubSpot.
Know what your audience likes.
Looking to market to a specific generation? Each generation has its own set of characteristics shaped by the world they grew up in. Understanding these generations and adjusting your marketing campaigns accordingly can increase the effectiveness of your campaign. The 2021 USPS Generational Research Report reveals each generation’s perceptions and behaviors when it comes to direct mail:
| Top 3 Effective Elements | Top 3 Packaging Factors | |
| Baby Boomers |
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| Gen X |
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| Millennials |
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| Gen Z |
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Other Notable Preferences:
Baby Boomers
Out of all the generations, they are the least likely to be influenced by custom branding on the package (27%) and a note inside the package (19%).
Gen X
47% like specially wrapped items inside the package.
39% notice when a merchant provides custom branded packaging.
Millennials
Millennials are the most likely to take action of any kind when viewing direct mail, with the top three actions being: visiting a company’s website (47%), sharing the information with someone else (36%) and going to a company’s physical location (28%).
58% of Millennials are likely to post a picture of impressive packaging on social media.
Nearly 70% of Millennials say that receiving relevant marketing in the mail gives them a better impression of companies.
Millennials have the highest awareness of and interest in digital direct mail innovations, such as QR codes (64%) and personalized URLs (61%).
Gen Z
As a highly creative generation, Gen Z prefers unique formats, premium materials and bold colors more than any other generation, with 34% preferring thick material and 45% preferring a unique size/shape.
Additionally, Gen Z is an environmentally conscious group, with 70% of Gen Zers considering it important to see recycling information on their mail.
Along with Millennials, Gen Z is the least likely (45%) to find it compelling that mail comes from a locally owned business.
Who knew? Now you do! So, when it comes time to create your next direct mail campaign, keep these key facts in mind to enhance your campaign and influence decisions like material, size, variable data and more!
Ready to get started on a direct mail campaign? Our account managers will gladly speak with you one-on-one to discuss your goals and help you make the right decisions for your campaign. Contact us today at 800.777.1663!
*No additional data was provided in the report for other effective elements in direct mail for Millennials.
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