April 2023

Communication channels have grown exponentially over the past generation. It used to be that we could turn on one channel or read one newspaper and get all the information we needed. As advertisers, we had fewer channels (TV/Radio/Newspaper/Mail) and created typically larger and more polished campaigns.

Today, the channel choices are mindboggling. Many of the channel choices are hyper specific. We can choose the type of information we want… when we want it… and how often.

Advertising has become hyper-personalized, just like viewing choices

The challenge with advertising is to be right there to fill a need when the consumer needs it. Right product. Right place. Right time.

Today that means you can send a message to the consumer when they walk on to a car lot reminding them that they already have a preapproved loan. Or you can text them a message when you discover they are trying to refinance their car at another institution. Your trigger program is always looking for a chance to reach out.

But consumers today feels like they are always under attack. Blocking, avoiding, ignoring and turning off the incessant marketing.

Where is the romance?

There was a process, long since passed, that we’d follow to move a consumer to buy. It started with product education and ended with a decision to buy. You got to know them a little before springing the buying opportunity on them. It was a courting process.

That’s why direct mail is making a comeback. It creates a connection.

Direct mail has never been the lowest cost advertising form. But is has been one of the best sources for delivering timely, relevant and targeted messages. And, the direct mail experience is one that can’t be duplicated in other mediums.

Facts about direct mail you didn’t know.

Direct mail delivers results. Just check out these 10 recent statistics about direct mail.

1. The average return on investment for direct mail is $4.09 for every $1.27 spent. (Global News Wire)

2. The average response rate is between 2.7% and 4.4%, compared to email’s 0.6% response rate. (Newswires)

3. 73% of American consumers prefer being contacted by brands via mail because they can read it at their own convenience. (Small Biz Genius)

4. More than 40% of direct mail recipients read or at least scan the mail they get.(Small Biz Genius)

5. 84% of the Gen Z have received a direct mail piece with a QR code to interact with a brand online (by watching a video, going to a landing page with sales copy, or to order by phone/action device). Nearly 40% of these campaigns used direct mail and generated a profitable ROI. (CDMG Inc.)

6. Nearly 90% of Millennials love receiving mail. This fits with their affinity for physical media — like vinyl records. The study also revealed that 57% of Millennial respondents acted on these offers. (USPS).

7. Two-thirds of Gen X consumers say they have a positive impression of companies that send out relevant marketing mail. (USPS)

8. While overall mail rates declined, total direct mail volume increased by 28% from 2020 to 2021. (Sequel Direct Mail Trends Report: Q4 2021)

9. There was a 49% increase in sales and 125% in increase in customer inquiries who received both email and catalogs. (Harvard Business Review)

10. More than 70% of Gen X consumers feel mail is more personal than online digital communications and are more likely to read promotional mail than emails. (USPS)

Are you using the power of direct mail in your marketing mix? Now is the time.

These days the pace of our communication is shorter and faster than in previous times. It all relates to the pace of our world and the lack of time we seemingly have to consume information.

Everything is moving much faster than ever before.

Today’s media has changed our approach to content

Years ago, the art of copywriting was a revered and respected role in agencies. Effectve writing included content that appealed to the reader on a number of levels such as ratiional, emotional, or financial.

Good copywriters can write a story that answers all the buying questions while also allowing the reader to “feel” the story. Many of the best stories were a good balance of emotional and rational components and the story always led to the solution in which the product was presented.

The art of storytelling allows the reader to see themselves with the product as a solution, and/or playing a legitimate role within their life. Storytelling takes space and intention to ensure that it is done right

It’s a conversation. Not a pitch.

The writer introduces the product often only after making some type of connection. They also had a lot more space and time to tell their story. Often, they had a full-page, or a 30 or 60 second ad, much more than we have today.

But that was then. This is now.

Digital content introduced shorter copy and strategic links

As digital evolved, copy got shorter and more punchy. By its nature, it now had to accomplish a lot in a few paragraphs. Not much time to “romance” the reader.

Emails often features a structure something like this: Intro copy – link, body copy – link, offer/call to action and reminder copy – link, etc.

Longer copy is often discouraged and eliminated. Greater product focus and stronger selling language is incorporated. “Product selling” has become the norm.

Return to storytelling

How to bring back more storytelling? To tell a story you must have a story to tell.

It starts with a desire to capture what is either happening to motivate the purchase of your product/service; and/or what the outcome of the usage of your product and service (think “before and after”).

Newsletters: Many of our clients publish newsletters that are sent out to every account holder. These newsletters feature stories with a “feel good” result that supports both the mission of the institution and a collection of featured products.

Website: Add a section on the website that features testimonials, success stories, and “deeper dives” that generate interest and reinforces the core philosophies of the organization.

Staff Engagement: Featuring staff as problem solvers and knowledgeable resources helps in the collection of memorable stories.

Using more stories in your marketing will open up a softer, more approachable and relatable side of your business. If your “product” is a service, often the only way you have to differentiate from other similar providers is to show how that the outcome of your service is better than others.

Here’s to collecting many amazing stories to tell!