Direct mail in a digital world: Why it’s still relevant and increasingly important
As marketing channels come under increasing pressure to get and retain a customer’s attention, the medium with the highest cut-through rate is direct mail. Research by Australia Post shows that more than 90 per cent of Australians read their mail, 60 per cent read it thoroughly and 54 per cent store it for later reference.
Direct mail is still relevant in the digital world as it provokes a response through other channels. A recent survey from the International Post Corporate (IPC) found that 44 per cent of regular cross-border online consumers made an online purchase as a result of receiving direct mail from an online retailer.
Customers don’t perceive a brand experience in individual or siloed marketing channels. They expect a consistent, personalised message at every stage of their journey and this makes it tough to find out exactly which channel triggers the final purchase decision.
“Mail is still, and perhaps increasingly, an important part of the mix for a multi-faceted marketing strategy,” explains Australia Post’s Product Specialist Damien Gesterkamp.
“It now provides the same valuable benefits as digital channels from specific targeting to testing, measurability and a proven ROI. But we also know that the overall response is greater when it’s coupled with other channels. For example