If we have worked together, or you have heard me speak, you probably have heard me say that direct mail is NOT dead, and that purchased mailing lists can be an extremely effective way to communicate with prospective families, especially millennial families.
Several reputable organizations have done significant research into direct mail effectiveness, and have published studies supporting its efficacy.
The millennial audience has a high trust factor with mail. The Small Business Administration notes, “younger consumers don’t associate direct mail with ‘junk mail’ the way older consumers do. They’re more likely to attach that label to email.”
Direct mail stands out. Younger people get hundreds of emails a day, but snail mail is novel. Business News Daily notes, “People are surprised by physical mail these days, so an eye-catching, thoughtfully designed mailer can go a long way in advertising your business.”
Direct mail has a long lifespan of about 17 days, according to the SBA. This gives all key members of the household time to review it and take action.
Our own USPS found that direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail.
By the way - did you know that while purchasing email lists is possible, there are lots of good reasons not to go that way.
In the next few posts, we’ll cover:
Ways to use direct mail for enrollment management
Why purchased email lists are almost always a bad idea
How to design a great direct mail piece
and more!
I welcome your comments and questions.
