The Effectiveness of Prestige Direct Mail
Recently, an independent survey was carried out, to study the effectiveness of Prestige Direct Mail. Those questioned were high earners, who had received a Luxury Direct Mail Piece during the last 12 months. The majority indicated that they prefer RSVP Direct Mail packs because they “save them money.”
More often than not, a Luxury Mail Piece creates a sense of drama as it lands on a doormat. Items enclosed into a Personalised Glossy envelope will always shout louder than the traditional, plain white C5. By sending prospects a unique Direct Mail Piece that speaks to them on a personal level, the chances of them making an enquiry stand at 49% (Source – British Market Research Bureau). 75% of customers said that they would take advantage of special offers sent via Direct Mail. These figures show the opportunities for a high yield on your investment in a mail piece.
“Advertisers may find it surprising that the wealthy demographic likes to save money as much as anyone else,” says Dave Tropf, CEO of RSVP Publications. “In fact, another study, conducted by NCH, indicates that Mail shot response actually increases as household income rises, and that more than 96% of consumers with annual incomes exceeding £66,000 respond to direct mail special offers.” He continued.
A recent study of consumers in three large markets revealed these findings:
The Luxury Direct Mail Piece was targeted at an upscale demographic and it seems clear that this demographic likes to save money. Of the consumers surveyed, 84% said they often open Mailings, and 94% said they enjoy looking through them.
When consumers find a Postcard Mailing, Catalogue Mailing, Brochure Mailing, Letter Mailing or Flyer Mailing that interests them, the majority will go online to learn more. Even among an older demographic, many go online to get more information about advertisers. 55% of Direct Mail recipients aged 40-60 years said they would go online and 52% said they would call. One white paper underscores this point by noting that; “consumers use computers to browse and research, but also go to physical stores; with as many as 30% using three or more channels for a single transaction.
When consumers find a Direct Mail Piece of interest, they will use it, or save it for future use. In addition to this, marketing consumers selected Direct Mail as a favourite advertising format. Epsilon research indicates that 50% of consumers pay more attention to Direct Mail than E-mail and 26% said Direct Mail is more trustworthy than E-mail.
Given the high success rate of response with targeted prestigious mailings, it makes sound commercial sense to give careful thought to the appearance and construction of your mail piece. There is a wide variety of material and enclosing options that can enhance even the most targeted of mail pieces. Make the most of these fantastic niche market response rates for your next Direct Mail campaign.