Sixty years ago, The Marvelettes sang Please Mr Postman, the first Motown song that would reach number one on the Hot 100 pop singles chart and then go on to be covered by such greats as The Carpenters and The Beatles.
And who can forget Elvis recording his own homage to the power of letter writing in his hit song Return To Sender.
With the advent of technology, and specifically email, few suspected Direct Mail would survive as long as these hits.
But they were wrong.
According to Australia Post research, 81 per cent of people read their direct mail immediately, compared to 63 per cent of those who receive an email.
In a world where we’re fatigued by computer pings and dings, Direct Mail is standing the test of time.
For organisations considering Direct Mail campaigns, the message from your clients is loud and clear: Their inbox is full. Their mailbox isn’t.
You have three seconds to get noticed.
So how do you improve Direct Mail response rates?
Even once best practice is followed, testing is the only way to find out what works best.
Test multiple offers, test various creative executions. Test your solutions no matter what the outcome – positive or negative. After all, you could make a successful campaign even more powerful.
Who will be measuring the response? How? Get an accurate measurement tool in place before your marketing hits the mailboxes.
Australia Post commissioned Accenture to produce a research report Mail’s Role in the Digital Age which found mail can help you build your brand and improve customer engagement.
The survey of 2015 Australian consumers found that Direct Mail:
Surprisingly, the Australia Post survey revealed even digital natives – those brought up during the age of digital technology – appreciate
the value of direct mail even more than those older than them.
When it comes to new ways to get noticed, sometimes old ways, like old songs, resonate.
In the words of The Marvelettes: Oh yes, wait a minute Mr Postman.