How direct mail capitalizes on delivery joy
There are few things these days that millions collectively share, like the excitement you feel when you get a delivery to your doorstep or in the mailbox. What exactly is it about packages arriving that excites people so much? Yes, it’s nice to have an ordered product or service show up—but there’s something even more that gives a grand sense of satisfaction. Call it heightened anticipation or the element of surprise, maybe. Also, nowadays, it is so easy and convenient to find something you want and have it immediately without going further than your mailbox—the gratifying sense of accomplishment fulfilled!
Valpak was curious about this burgeoning phenomenon, so we partnered with PureSpectrum to ask consumers their feelings about it. A whopping 74% confirmed the number of packages they regularly receive today vs. 20 years ago has increased, and they now sort through their mail more often because they’re on the lookout for packages.
- 79% pay more attention to their mail to ensure they don’t miss any package deliveries
- 77% check more often because they are always on the lookout for packages / deliveries
- 87% pay closer attention to deliveries, which they expect based on recent purchases
The bottom line is that with Amazon, USPS and other carriers delivering billions of packages annually, every U.S. household is in the delivery zone, and direct mail exponentially benefits from the cultural shift!
The Amazon Effect
From Amazon to TikTok, online shopping, i.e., ecommerce, has forever changed retail. Since its debut in 1994, much of this shift in customer behavior has been attributed to Amazon, as they flipped the shopping script and sent the digital marketplace off like a rocket. Soon, the “I want it now” mentality took over, and businesses were forced to adapt. At first, brick-and-mortar scrambled to catch up to get product online and deliverable. Then, the online world suddenly followed us to our cars, the gas pump, the coffee shop, you name it. The advertising noise was getting so loud that people started to shut it out and seek quieter ways to browse and shop.
Where we’re at now
For a time, there was an adjustment as more and more people were opting for that easy online experience vs. going into a brick-and-mortar shop and browsing, selecting, maybe chatting with an associate, and then standing in line to make a purchase. Then, we started to miss that customer experience and in-person social interaction. The stores offered online items, of course, but also made the trip to the local shop more worthwhile while word-of-mouth grew. Thus, a great message on a coupon or a postcard received in the mailbox with strong offers over a background of authentic images reminds consumers of a positive store experience—a tactile and unchanging promise of deals to carry and hand over like currency.
When combined with accurate data and precise targeting, “traditional” channels like direct mail help local businesses connect with the right customers and drive real results. Whether you’re a small shop or a growing company, it’s a scalable strategy that delivers a strong return on investment—no matter your size or budget.
5 elements of a successful campaign
Building and executing an effective direct mail marketing strategy involves identifying what excites the consumer most about receiving new items in the mail and then checking off boxes to ensure yours is as impactful as possible. The foundation of a successful plan of action consists of these key components:
- Package: reach customers at home and on the go
- Audience: Target consumers who spend more
- Product: create excitement about your business
- Offer: Motivate customers to spend money
- Frequency: Keep your business top of mind
Capture that joy with direct mail
According to PureSpectrum market research, 4 out of 5 consumers agree they are paying more attention to their mail delivery because they are always on the lookout for package deliveries. But not all mail. People pay the most attention to mail that mimics the traits of the packages they are on the lookout for. Mail that piques the same curiosity and triggers the positive anticipation of ‘what’s inside?’ This mail is called cooperative mail, and Valpak is the leader in the cooperative mail space.
