MAKE AN IMPACT with DIRECT MAIL CAMPAIGNS
Although e-mail campaigns are all the recent rage, marketers don’t want the rage coming from recipients. Staudt suggested using e-mail contacts as a second tier, only after getting an affirmative response from a postal mailing.
Bolstering this approach, a survey conducted by the United States Postal Service noted that 57 percent of households only check their e-mail once a week, whereas 98 percent collect and assess mail from their physical mailbox on a daily basis. Direct Mail News reported that 73 percent of snail mail gets opened, and more than 50 percent of adults prefer snail-mail to e-mail advertising campaigns. Staudt emphasized that headlines and P.S. sections of letters are generally the most-read copy on direct-mail pieces. Sub-heads, call-outs and staccato copy help recipients navigate quickly through a direct mail letter and assess its value.
Add Dimension
- Companies:
- Ash City USA
- People:
- Matthew Staudt