93% of online responses are driven by direct mail

[prwhite]

According to Neenah Paper, “The USPS recently reported that 93% of online responses are driven by direct mail – it’s clear that this remains an extremely effective marketing medium,” said Kathy Kemps, Neenah’s Senior Brand Manager.

Since 65% of paper consumed in the US last year was also recycled, this means that beautiful, memorable messages that drive results while staying true to the environment can be created, according to Kemps.

Neenah’s new Everybody’s Business promotion houses four uniquely designed, environmentally responsible direct mail inserts, including:

• A gala invite that uses three single panels, with different die cut patterns for the event message, agenda, and rsvp,
• A grometted, six-bladed, multi-patterned fan brochure,
• A three-piece, die cut “build-it-yourself” pop up with a retail gift card,
• An ascending six-panel accordion fold informational brochure.

http://www.neenahpaperblog.com/

 

[gordo]

According to Neenah Paper, “The USPS recently reported that 93% of online responses are driven by direct mail – it’s clear that this remains an extremely effective marketing medium,” said Kathy Kemps, Neenah’s Senior Brand Manager.

Something's not quite right.

Neenah's saying that but I cannot find the source for that statistic.

According to the USPS Mail Use & Attitudes survey for 2012 (https://about.usps.com/studying-amer...Y12_Screen.pdf) the closest thing I could find, the intended response rate for direct mail is about 12% with over 60% saying they will not respond.

So where is Neenah getting their statistic from? Do they mean it's 93% of the 12%? Considering that DM is only about 11% of the share of total advertising (and going down) that 93% of 12% of 11% may not be significant.

 

[dabob]

gordo . . . you are looking at the overall response rate . .. I think what they are saying is that 93% of the online responses are driven by direct mail . . . not that direct mail has a 93% response rate . . . .

 

[gordo]

gordo . . . you are looking at the overall response rate . .. I think what they are saying is that 93% of the online responses are driven by direct mail . . . not that direct mail has a 93% response rate . . . .

It's unclear what is meant (at least to me) and there doesn't seem to be a source for it anyway. It sounds like the 30% benefit that was often claimed by vendors in the early days of CtP.

 

[David Milisock]

Clearly they didn't poll me, I haven't read a piece of mail in years. My staff screens it and they are told that everything except checks and bills go to the trash. My real mail goes to the house and everything but checks, bills and mail from family goes in the trash.

 

[gordo]

Clearly they didn't poll me, I haven't read a piece of mail in years. My staff screens it and they are told that everything except checks and bills go to the trash. My real mail goes to the house and everything but checks, bills and mail from family goes in the trash.

Same here except it goes into the recycling bin.
All my bills are electronic so no paper there.
Flyers, admail, direct mail, isn't read at all.

 

[prwhite]

I open the vast majority of mail out of support for the printers who worked on it, sometimes I check out the offer or product on line. After this, like Gordo, all junk mail is also recycled. But, I refuse to get electronic bills, hoping to keep a data center in business a bit longer.

 

[Keith]

I just want to say that I am... surprised (ok, I really mean flabbergasted), to hear some printers dislike 'junk' mail so much. But I assume they mean, poorly targeted mail is thrown in the trash/recycle bin. Which is understandable.

 

[AP90]

Ill have to say, being from a small midwest town, I visited NYC for the first time over the weekend for vacation and was surprised at how much printed materials I actually came across. There was someone on every corner selling printed items (postcards, pictures, etc, ) and someone next to them handing out brochures (events, tours, etc.). From everyone talking like printing is dead, it sure does seem that there was plenty of material being printed up in the Big Apple still. Im sure its down from years ago, but still seemed like a lot to us small town country folk LOL. Even the ones selling non print related items in the booths were handing out business cards and flyers with pricing left and right. So I'm still encouraged about printing.

 

[Shawnd]

Print is alive and growing, the whole save a tree movement has really lost steam. I recycle what I can, my city makes it a pain to recycle from home so that goes in the trash but we recycle here at work.

Direct mail is still a viable advertising platform, sure some chunk it, and that is their option, but for many others they still appreciate a well timed very targeted mail piece.

 

[David Milisock]

Print is alive and growing, the whole save a tree movement has really lost steam. I recycle what I can, my city makes it a pain to recycle from home so that goes in the trash but we recycle here at work.

Direct mail is still a viable advertising platform, sure some chunk it, and that is their option, but for many others they still appreciate a well timed very targeted mail piece.

I agree print is not dead at all we're just seeing a reorganization, in my experience there is more print being done just in more varied ways. Shorter runs, vehicle, banners and what. I'ts just changing and manufacturing for those who can adapt can be more productive. As work processes have changed so has the software I'm using.

 

[Pendulum456]

I agree print is alive and well....thank goodness too as I'm also a printer by trade. I agree with the sentiment about poorly targeted direct mail. I wrote a blog for my regional development agency recently on this subject. See link. I think to have print and digital working in harmony is the way forward but that takes some thought and planning.

 

[jrsc]

Does anyone actually have the report from the USPS where they state that 93% of online responses are driven by direct mail. It would be a great piece to show customers to promote direct mail.

 

[prwhite]

InfoTrends just completed a study about why direct mail is integral to the overall media mix. It also shows a high correlation between direct mail and online responses.