Resilience and Results…Even in the Digital Age
With all the talk about digital, one might be inclined to think that direct mail has lost its impact when it comes to reaching consumers, donors, and subscribers.
Nothing could be further from the truth.
For Wiland clients, direct mail continues to be a successful, highly measurable channel for marketers in all the industries we serve. Direct mail continues to outperform all digital channels combined with both house lists and prospect lists, and the latest research shows that even millennials love direct mail and accord it greater credibility than digital media.
Part of the effectiveness of direct mail is the power of print. Printed communications still have the ability to engage an audience in ways that digital simply can’t. Recipients of direct mail will spend several minutes with a quality mailing piece, while giving mere seconds to an email and even less time to many online ads. Print is tactile, and it encourages perusing rather than scanning. It has durability and a shelf life that digital’s ephemeral nature can’t replicate.
This is not to say that direct mail and digital are in conflict with one another. To the contrary, they should be orchestrated in tandem in multichannel co-targeting campaigns. Millions of consumers enjoy the printed catalogs, postcards, magazines, newsletters, and other materials they receive. Research shows that after receiving direct mail, consumers and donors then turn to their smartphones or computers to make purchases and donations online.
Wiland’s history with direct mail goes back many years. For decades, we have been pioneers in using data and predictive analytics to make direct mail more accurate, efficient, and affordable. Our proprietary response prediction technology enables the brands we work with to build large universes of prospect names that perform well and become loyal, repeat customers. With rising printing and mailing costs cutting into margins, our unrelenting focus on response and long-term value is crucial for our clients’ success. By offering industry-leading prospect audiences, customer audiences, and housefile optimization, we deliver superior results for thousands of organizations every day, generating billions of dollars in revenue and saving them millions by eliminating wasted marketing spend.
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