“In order to think creatively we must be able to look afresh at what we normally take for granted”- George Keller
Now that we are firmly plugged into the age of Internet shopping, some may question the relevance of direct mail. Definitive research conducted by comScore for the United States Postal Service shows that consumers rely now more than ever on catalogs and flyers to find and shop at your website.
CATALOGS GET THEM CLICKING:
Online consumers that received a catalog from a retailer were twice as likely to make an online purchase at that website. Over all their website spending was 16% higher while they were making 15% more transactions when compared to those that did not receive a catalog. See the figure 1 below, the online buyer purchase rate peaked with catalog recipients followed by flyers/postcard and non receivers. Catalog receivers accounted for 37% of a retailers website sales even though they only comprised 22% of total visitors, see figure 2.
CUSTOMERS ARE MOTIVATED BY CATALOGS AND DIRECT MAIL PIECES:
Not only do catalogs increase your sales, but research shows catalogs also help attract consumers to a website. In fact catalog recipients make 16% more visits, viewed 22% more pages and spent 15% more time at the retailers site. These higher levels of online engagement deepened their relationship with the retailer, introduced consumers to more products and increased brand awareness.
CATALOGS INCREASE THE CONSUMERS TRUST IN A WEBSITE:
The recipient of a catalog is 75% more likely to enter into the secure sessions on websites where the transaction process begins. Knowing that a company has invested in creating, printing and mailing a catalog increases the customers trust in the company that sent the catalog, thus increases the chance of a sale on-line or otherwise.
CATALOGS EXCITE CUSTOMERS ACROSS THE BOARD:
Another powerful insight discovered by the study: Catalogs play a decisive role in driving conversion (percentage of catalog recipients who visited the catalogers web site and made a purchase) for BOTH prospects and existing customers. Catalogs were also shown to transcend demographics. Catalog recipients are more likely to buy from a retailer regardless of household income, geography or education.
RECENT CATALOG MAILINGS PUMP UP MORE SALES:
The research concluded that catalogs received within the last 30 days created more online sales compared with those mailed more than a month prior. The more recent the catalog the more transactions were made at the web site. Sending a direct mail piece as a follow up to your catalog is a great reminder to your customers.
DIRECT MAIL AND THE INTERNET MAKE A POWERFUL TEAM:
The research shows that, when working together, direct mail and Internet provide a powerful financial impact. Call U.S. Mailing House for information on how to get your mailing campaign started. Mention this article and receive a 10% off mailing services for your campaign of 5000 pieces or more.