Marketers have entered 2013 with more data than ever before about what works and what doesn’t. Over the last several years, the push to market online has resulted in email overload and lackluster results. That’s according to recent data reported by the Direct Marketing Association.
In 2012 the DMA analyzed more than 29 billion emails sent in marketing campaigns and calculated an average.012 percent response rate, as compared to traditional direct mail which averaged a response rate of 4.4 percent.
Tampa-based ThinkShapes Mail says business has been up, and clients are getting results. ThinkShapes manages hundreds of direct mail campaigns every year. Their expertise is in creating, printing and mailing shaped direct mail campaigns. Their clients range from small businesses to utilities, universities, event promoters, national chain stores, and professional sports franchises. Owner Jim O’Brien says that their clients who use shaped mail achieve far better results than the 4.4 percent rate quoted by DMA.
“It is not unusual for our clients to tell us they achieved double digit response rates from shaped mail campaigns. We had one client who had an 85 percent response rate to a highly targeted event invitation. Shaped mail delivers results over and above traditional direct mail. We know it works. Clients who try it become repeat clients, and we consistently see the size of their campaigns grow,” O’Brien says.
One case in point: for years a national furniture chain sent an end-of-year promotion to their most valued customers. Since December is typically a slow month for furniture sales, the annual promotion helped drive store traffic and boost sales.
In 2011, the company shelved their typical post card and designed a mailer shaped like a chair and ottoman in their brand’s most iconic style. The response blew the marketing team away.
“They did the same number of mailers as the year before, but their stores nationwide saw a nine-time increase in store traffic. Sales related to the promotion were tripled over the previous year, In 2012 the same client increased the numbers on their year-end promotion by another 60 percent. They also added a spring and summer shaped mail campaign for corporate stores as well as other dealers carrying their product line. It’s working for them,” O’Brien says.
A major factor contributing to response rates is the human one. Shaped mailers stand out in the mailbox. They can be personalized with an individual’s name or a special targeted offer. It’s human nature to pay attention to an interesting piece of mail, and with sophisticated data available, marketers have a pretty good idea who’s interested.
“Direct mail has always worked when it’s targeted correctly. With the data that is available now, you can do strategic, intelligent targeting. Shapes give it the creative edge,” O’Brien says.
Recent U.S. Postal increases did not change the cost of mailing shaped mail. Prices remain on par with typical direct mail rates, and digital printing means small quantities are not a problem, making it an affordable option for businesses of all sizes
