Direct Mail

Murr Printing & Graphics

DIRECT MAIL boosts online commerce

Online retailers and marketers gearing up for the holiday season need to consider two pieces of research from comScore that show important consumer shopping and shipping habits.

According to the "2007 Multi-Channel Direct Mail Study," direct mail recipients were nearly twice as likely to purchase from a retail website as those who received only an Internet communication. And when the mail piece was a catalog, the results were even better -- influencing more than two-thirds of shoppers to visit the site. That traffic created a 163 percent increase in sales over those who did not receive a catalog.

Catalog recipients typically buy more items (4.1 compared to 3.2) and spend more money ($88 compared to $69), the study showed.

"Catalogs can be used to acquire new customers and educate a new audience about brands and products because they allow for longer messages and more detailed information," said Anita Bizzotto, chief marketing officer and executive vice president of the Postal Service. "And if they grab attention or have great pass-along value, direct mail and catalogs can reach household decision makers."

That same research showed that catalogs jump-start holiday shopping. In November, catalog recipients were significantly more likely than non-catalog recipients to have shopped online for holiday gifts.

Consumers were equally clear in wanting a choice on how to receive their online orders. Package delivery research found that 63 percent of online shoppers want an option to select the delivery company for their packages. A retailer's favorability improves with the option to choose. Six out of 10 shoppers said they have a better opinion of companies if they could always select their preferred delivery company.

About 28 percent of business owners and 12 percent of consumers who shop online do not buy from companies that don't offer a choice. Almost half of consumers who selected a delivery company chose the U.S. Postal Service (48 percent), according to the research.

"Mail and the Internet do indeed work together," said Bridget O'Toole, executive vice president at comScore. "Successful marketers are using catalogs to attract more shoppers and to convert them to buyers."

--FYI--

Direct mail has staying power. It can be kept for future reference, used to assist in locating information on a website and shared with others who might be interested in the content.

48% of consumers like to read mail to unwind

42% look to Mail for financial savings

38% use Mail to stay informed

64% order from Mail received

The Role of Mail

Research into the role of Mail in American households has produced a simple yet powerful lesson for today's marketing professionals: When you want consumers to pay attention, pay attention to how consumers use their mail.

A recent study commissioned by the US Postal Service revealed that Mail helps consumers accomplish three jobs:

1. Browsing for new consumption.
Mail today allows busy consumers to "window shop" much more conveniently.

2. Managing the home.
Mail helps a household's "CEO" stay informed and find the best value in products and services.

3. Overseeing finances.
Mail helps consumers oversee financial matters and get the most out of their household budget.

What do these findings mean to you? That being aware of how consumers use Mail will help you connect with them more effectively. Make sure your message is relevant to household tasks and centers on at least one of the three jobs mentioned above.

Another insight to note is that Mail satisfies an emotional need. Be sure you identify with one of the following emotions in the three job categories in your message to ensure you engage your recipient:

Browsing for new consumption
-Relax and unwind
-Stay in touch with what's going on
-Indulge or enrich oneself

Managing the home
-Simplify life
-Feel in control
-Be efficient

Overseeing finances
-Feel good about spending less
-Be prepared to take care of responsibilities
-Make things easier

One last point to ponder is the role of Mail in the Internet age. Consumers today have a different mindset towards Mail and the Internet. With Mail, they're more open to discovery. When online, they are typically more task or goal-oriented. Research shows that your best bet is to use the two mediums in tandem. For example, mail a catalog that helps with online shopping. Mail complements Internet shopping and drives Web traffic, so use both wisely to boost business.