In an era dominated by digital marketing, it’s easy to overlook the impact of traditional methods. Yet, direct mail continues to prove its worth, delivering impressive results that rival its digital counterparts. Whether you’re a seasoned marketer or just exploring new avenues to reach your audience, understanding the power of direct mail is crucial. Take a look at some recent statistics that highlight why this time-tested strategy remains a potent tool in the Canadian market.
ROI
Direct mail has an average ROI of about $13.00 for every $1.00 spent.
Source: Canada Post’s “Direct Mail: Measuring the Impact” report (2023)
Consumer Preferences
69% of Canadians believe that receiving physical mail is more personal and valuable than digital communication, and 56% find direct mail more engaging than digital ads.
Source: Canada Post’s “Direct Mail: The Power of Print” survey (2023)
Personalization
Personalized direct mail campaigns can increase response rates by up to 30% compared to non-personalized mail.
Source: Canada Post’s “Personalized Direct Mail: A Winning Strategy” report (2023)
Integration with Digital
Integrating direct mail with digital marketing efforts can result in a 37% increase in response rates
Source: Canada Post’s “Multichannel Marketing: Bridging the Gap” study (2023)
Canada Post harnessed the power of Augmented Reality to convey the powerful results of direct mail. The mailer was sent to participants of Canada Posts’s “Secrets of Direct Mail” webinar. The design they chose was the Slide Reveal. Just as the name implies, 2 panels slide out and lock in opposite directions to reveal the contents on the inside. In this example, the center panel unfolded to reveal an image of a stage with seating imagery on the bottom panel. The recipients were asked to scan the code on the stage and then point their phone camera to the stage to watch a video on Absolut Vodka’s record-breaking 70% increase in sales as a result of a direct mail campaign. The inclusion of Augmented Reality allowed the video to play within the imagery of the stage mimicking an actual live presentation.
Conclusion
As the latest statistics demonstrate, direct mail remains a powerful and effective marketing tool. It not only captures attention but also drives tangible results that digital channels sometimes struggle to achieve. Whether you’re looking to enhance brand awareness, boost customer engagement, or drive sales, integrating direct mail into your marketing strategy can provide a competitive edge. As you plan your next campaign, consider the proven impact of direct mail—it’s a strategy that delivers results you can’t afford to ignore.
