Issue 1. 2022 29 90% of direct mail gets opened2 75% of households read or scan advertisements in their mail3 1 in7 new checking account customers were influenced by direct mail from their financial institution4 Plus, direct mail is a hit with Millennials. 84% of Millennials take the time to look through their mail5 75% say receiving personal mail makes them feel special6 92% are influenced by direct mail to make purchase decision as opposed to 78% influenced by email7 Direct Mail Going to the mailbox is now an event. With email fatigued and oversaturated, and an incredible 42 percent1 of the U.S. labor force now working from home full-time, direct mail has re-emerged as the channel consumers can touch, feel and trust. Direct mail is still a powerful marketing tool for financial institutions that want to connect with customers and prospects, providing a valuable phase one for campaigns seeking to gain the trust and confidence of today’s tech-savvy consumer. Here’s a simple action plan for delivering a multitouch, cohesive multichannel marketing experience through every stage of the customer lifecycle: =Brand Impact Direct Mail + Digital Ads + Contact Center Data 1 “Stanford research provides a snapshot of a new working-from-home economy,” Stanford News, June 29, 2020 2 Fundera, “12 Direct Mail Statistics You Should Know in 2020,” February 5, 2020 3 USPS 4 Walker, Rich, “Increasing ROI with Pay-for-Performance Direct Marketing,” The Financial Brand, August 16, 2017. 5 USPS 6 Ibid. 7 Proud, Whitney, “MILLENNIALS’ RESPONSE TO DIRECT MAIL IS MORE POWERFUL THAN YOU THINK,” Digital Dog Direct, June 13, 2016 DIRECT MAIL Going to the mailbox is now an event. With email fatigued and ov rsaturated, and an incredible 42 percent1 of the U.S. labor force now working from home full-time, direct mail has re-emerged as the channel consumers can touch, feel and trust. Direct mail is still a powerful marketing tool for financial institutions that want to connect with customers and prospects, providing a valuable phase one for campaigns seeking to gain the trust and confidence of today’s techsavvy consumer.
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