80-90 per cent of direct mail gets opened  A recent study found that 80 – 90% of direct mail gets opened by the recipient, while only 20-30 per cent of email gets opened on a good day. These findings highlight the fact that traditional direct mail, while more costly, is often more effective than electronic direct mail. In a […]

80-90 per cent of direct mail gets opened  A recent study found that 80 – 90% of direct mail gets opened by the recipient, while only 20-30 per cent of email gets opened on a good day. These findings highlight the fact that traditional direct mail, while more costly, is often more effective than electronic direct mail.In a world that is besotted with digital communication, there is still a place for traditional direct marketing.The strengths of traditional direct marketing include: Capacity to target groups and test impact Enormous creative scope for engagement Much higher opening rate than email The limitations of traditional direct marketing include: It is much more expensive than email Quality lists are hard to find and can be expensive Limited feedback and accountability compared with email Maximising the effectiveness of traditional direct marketing involves, among other things: Ensuring a high quality, clean list Being polite, respectful, and authentic Personalising messaging and…