Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy. Two of the biggest surprises for folks new to mail are: 1. the amount of time it takes to properly put together an effective mailing; and 2. how expensive mailing can be. One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste.
For the generations that grew up on Blue’s Clues, mail time is pretty few and far between these days.
As a Gen Z/millennial “cusper,” Emily Loof, development and marketing manager at education nonprofit Colorado Youth for a Change (CYC), said she’s pushed for an increased use of direct mail in her current and past roles. Since last year, she said CYC has “about doubled” its direct-mail marketing budget.
In addition to seeing increased donations, Loof said she’s also received feedback that indicates younger people may be itching for more things in their mailbox. One person “tagged our organization on Facebook and said, ‘This is so cool. Like, I never get letters from people that I donate to,’” she told us.
Given growing data-privacy concerns, clutter in online advertising, and demand for brand authenticity, some marketers we spoke to said the best way to reach younger consumers could be through some good ol’ fashioned snail mail.
more at source: https://www.marketingbrew.com/stories/2022/07/12/why-some-marketers-are-shifting-their-focus-from-inboxes-to-mailboxes