True or False: Debunking Direct Mail Myths
We all have preconceptions and beliefs which shape our daily decisions and actions. When it comes to marketing decisions, it is especially important to identify the origin of our information.
Research can help to track-down evidence to ensure our campaigns are based on facts not misconceptions.
The wisdom of this is highlighted in research which has revealed that commonly-held assumptions about direct mail are not always accurate.
Myth #1: The junk mail illusion
Take the association between direct mail and junk mail, for example. This could cause people to assume direct mail is not a welcomed marketing channel, but research shows this is far from true.
In fact, the Institute of Fundraising/fast.MAP Fundraising Media DNA study reveals direct mail is welcomed and ranks highly as a preferred channel among people. Such findings apply not only to charities, but to other sectors too.
Myth #2: Direct mail engages only older age groups
Another easy-to-believe notion is that direct mail appeals to older rather than younger age groups. Seems logical, ‘Young people are only interested in digital communications and not letters’ right? Well, research refutes this; findings show high engagement and response levels to direct mail among 18-34 year olds. Are you tailoring your message to this receptive audience?
Myth #3: Image is everything
Some people believe it’s the physical attributes of direct mail that get people’s attention. Yet findings from fast.MAP’s Marketing-Gap contradict this.
The study reveals consumers are more likely to open direct mail because it is from a brand they know or relates to a product or service they are interested in rather than because of its appearance.
Tackling your own preconceptions
It’s easy to be misinformed by inaccurate ideas and beliefs. But it’s important we do not follow them blindly into making poor choices. Researching and verifying opinions can help to prevent this.