I looked up some interesting statistics this weekend about how people are responding to direct mail marketing. You’ll want to read this if you’re planning on using direct mail marketing for new client acquisition or finding sponsors for your non-for-profit…
Priority of Direct Mail for Consumers
These numbers show which types of direct mail messages consumers give the most attention to. I’ll show you why these are important in just a moment.
- 53% gives most attention to direct mail coming from the government
- 51% gives most attention to direct mail coming from merchants or retailers
- 43% gives most attention to direct mail coming from charitable organizations or political senders looking for donations.
- 33% gives most attention to direct mail coming from financial service providers
Likelihood of Response to Types of Direct Mail
These numbers show how likely consumers are to respond to the types of direct mail:
- 16% responds to direct mail coming from merchants or retailers
- 9% responds to direct mail coming from charitable organizations or political senders looking for donations.
- 6% responds to direct mail coming from service providers
- 4% responds to direct mail about financial services
Now, pay attention to the types of direct mail people respond to the most. Do you see a common theme? It’s trust. Trust is the most important factor in the financial services industry and for deciding which charities to donate money to.
If you’re in either one of these industries…or any industry where trust is the most important factor, you should pay attention to these numbers. If you want to earn the trust of your prospects and customers, you need a solid direct mail marketing strategy.
Direct Mail and the Trust Factor
Did you know that direct mail is considered by consumers to be the most trustworthy type of communication? It beats email marketing and social media marketing by a long shot. This is not just my opinion either. Studies have been conducted to find out what consumers consider to be the most trustworthy form of communication, and direct mail is winning.
Plus, studies show that 54% of people are more likely to pay attention to paper statements as opposed to email statements. This is a wakeup call if you’re planning on dumping all your money into SEO, social media and email marketing.
Trust is the currency of the new economy, and it’s the key to earning more new customers and increasing profits.
Want to establish yourself as a trusted brand and stand head and shoulders above your competitors? Give your customers what they want and trust and what you know they’ll respond to.