Every year it seems like millennials and moms get all the love from marketers. Of course both are key demographics. We’ve written at length about millennials here, here and here—and last year consumers spent $19.9 billion on Mother’s Day compared to just $12.5 billion on Father’s Day. See this infographic from Discover for more fun facts. But let’s not forget about men. We have money and like to buy things, too! With that in mind, here are just a few tips for targeting men in your next direct mail campaign.
From March 12, 2014: President Obama renewed his longstanding call to overhaul the U.S. Postal Service in his fiscal 2015 budget, saying the agency must be reformed to ensure its future viability. Obama recommended restructuring the Postal Service’s requirement to prefund the health care of retirees. His plan would defer the fixed payments due in 2014, and part of the payments due in the two years after that. Those payments would then be restructured into a 40-year amortization schedule starting in 2017. The proposal would provide more than $9 billion in relief to U.S. Postal Service through 2016.
Direct mail is one of most viable marketing channels available, according to the Direct Marketing Association (DMA). Direct mail continues to outperform electronic channels in acquiring new customers. In fact, statistics from the DMA comparing the performance of direct mail and electronic channels show consumers readily accept direct mail as a vehicle companies use to market their products and services. But most importantly, direct mail is measurable, and the return on investment (ROI) is strong.
Once there was a man who considered himself a pretty good golfer. He showed up at the golfcourse one day to find a stranger standing at the first tee next to a gorilla dressed in golf clothes, holding a driver. The stranger challenged the golfer to nine rounds of golf against the gorilla—with the winner taking home $500.
The world of direct mail is rapidly changing and where once it was universally regarded as a dying marketing medium, today it seems that today this medium is bigger, better and more innovative than ever before. Yet all too many businesses continue to overlook what can be an invaluable part of their marketing campaign, so in this blog article we look at why direct mail is seeing a resurgence, and what this may mean for the modern business.
If a small business focuses its entire attention on Internet marketing, it could be making a big mistake. Traditional marketing like direct mail can still be highly effective, despite email, despite social media, despite mobile apps and despite all the rest. Here are a few specific examples of how direct mail marketing can boost a small company’s ability to generate leads and retain customers.
An in-depth neuroscientific study sponsored by the Postal Service Inspector General’s office found direct mail ads to be superior to those viewed online in eight out of nine categories. Digital ads seized the attention of consumers quicker, but physical ads held that attention longer, elicited a greater emotional reaction, and played a more direct role in ultimate purchase decisions.
In an attempt to cross over into the realm of digital marketing channels, the U.S. Postal Service will introduce an email preview of what’s in people’s mailboxes in New York this fall. Called Real Mail Notification, it will offer direct mailers interactive options to allow people to click through to websites or make purchases directly via email.
You may think that direct mail is pretty straightforward. You send an offer to someone who hopefully wants it, and they respond. Well actually, when you look closely, really good direct mail uses psychology. Before designing the layout or writing the copy, taking the time to dig deeper into your audience can be a big payoff. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So if we want to create direct mail that the recipients can’t help but respond to, we need to get into their minds.
You could say that simplicity is the key to success with direct mail postcards. In a world where customers are increasingly impatient, you have to make your marketing point clearly and quickly – and convincingly enough to thoroughly engage your audience.The mere arrival of a postcard in someone’s mailbox is engaging. It’s simply impossible to ignore postcards because they are inherently intriguing – hey, what’s this?