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Are marketers spending their dollars in the right places?

Ad Age releases 2018’s top media and marketing services

Internet advertising is booming

Statistics don’t lie – there are 4.021 billion internet users (53%) around the world – so it comes as no surprise that marketers are investing the majority of their budgets toward internet advertising. According to a recent Ad Age that reviews 2018’s top major media and marketing services, marketers worldwide are spending $78.3 billion toward internet advertising.

What about direct mail?

But where does our old friend, direct mail, fall on the list? The study reports that it ranks number five at $45.8 billion. For some people, this is probably not all that shocking – but at Verdi, our goal is response – so it is to us!

As an agency that has specialized in fully integrated marketing campaigns for over 20 years, we know that the direct mail component is the seed that grows extra response in other areas like e-mail, websites/landing page visits, and telemarketing.

Statistics shows that direct mail response rates are 10 to 30 times higher than email, and even higher when compared to online display. And direct mail requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), suggesting that it is easier to understand and also more memorable.

Is direct mail more responsive than internet advertising?

So, what does this mean? Perhaps marketers are investing in a method (the internet) that should be used to complement the real winner of response (direct mail)? At Verdi, we’ve been able to quantify direct mail contribution to lead rates, and according to our Account Executive, Kailey, our campaigns can prove it.

Carestream’s Interventional Radiology direct mail piece.

Take a look at a recent campaign we did for our client, Carestream Health. The Carestream Interventional Radiology direct mail piece was a first-time communication sent to subspecialty of radiologists from a rented list. The piece itself folded open 360 ° and secured using magnets to showcase three distinct sections that formed a carousal display. Efforts continued through an email, landing page, and follow-up telemarketing.

According to response rates, the email received a 7% open rate, yet overall the campaign produced a 42% lead rate among those contacted via telemarketing. In an instance such as this, it only makes sense that leads are attributed to the mailer. With a relatively low open rate from email, this follow-up telemarketing confirmed a majority of the awareness came from the direct mail component.

Think twice before spending!

As you can see, direct mail proved extremely powerful in this campaign. “We believe this is because with an intriguing mail piece and an incredible offer, response will pay off in other follow-up efforts,” said Kailey. “This has been the case with practically every campaign we’ve done.”

While having an online presence is a given in today’s digital world – investing in a direct mail campaign can be the key to harvesting more response.