Why modern marketers shouldn't ignore traditional marketing channels – and how to make the most of direct mail

When marketers forget direct mail, they risk forfeiting impressive returns  

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The latest studies reveal that traditional marketing methods such as direct mail are being overlooked by marketers despite offering impressive returns – not least with younger, digital-first consumers. 

A recent study by Warc and Royal Mail MarketReach* shows that generation Z responds remarkably well to direct mail – with 42% of 15-24-year-olds actively searching for a brand online after receiving a piece of DM, and 84% scanning a printed QR code (leading to an online interaction with the brand). Meanwhile, mail ads prompt 20% of the gen Z demographic to make a purchase. 

“There is a perception that gen Z don’t respond to mail, which means they don’t get sent any – creating a huge opportunity for engagement with that demographic.” 

 

Phil Ricketts, Wholesale Commercial Director at Royal Mail MarketReach

No surprise then that youth-orientated brands such as fashion retailers Boohoo and Pretty Little Thing, alongside fast-growing online-only banks, are leading the way in ignoring any supposed frictions with digital marketing vs traditional marketing – to make the most of DM in their marketing strategies.  

Meanwhile research by global marketing and business communications provider RR Donnelley & Sons Company ** (RRD) reveals similar insights for both millennials and gen Z. The report highlights "the largely untapped power of traditional marketing channels" – not least direct mail. While only 36% of baby boomers say they are excited to receive direct mail, the receptiveness of younger generations is marked. Just over half of gen X consumers are excited to receive direct mail, with that percentage rising to 57% for millennials and 65% for gen Z.  

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 “Based on our survey results, marketers may need to revisit their strategies and assumptions about what customers are looking for – and adjust accordingly in order to meet their expectations.” 

John Pecaric, President of RRD marketing solutions and business services

A recent Deutsche Post and Collaborative Marketing Club *** study shows that print mail combined with email advertising significantly increases marketing effectiveness. Using data from online stores, the results showed a conversion rate of 15% for stores that send consumers email advertising to coincide with the receipt of direct mail – compared to an average conversion rate of 6.8% across all stores. Meaning that dovetailing traditional marketing and digital marketing can be more than twice as effective – and that 2022 is no time to ignore the value and benefits of either. 

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But just because these studies point to the surprising effectiveness of traditional marketing, this is not all about digital marketing vs traditional marketing. That's because when a traditional marketing channel such as direct mail is used in collaboration with digital the results can be formidable.  

 

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