The scarcity of postal mailing becomes a strength
Posted: Sun Jan 05, 2025 8:58 am
The decrease in the volume of mail sent, if it causes an increase in prices, offers the advantage of the rarity of the message. Unlike e-mailing, where each newsletter is drowned in the mass, paper mail benefits from better visibility. The mail channel offers greater exposure to brands : the message is not perceived as “spam”. A brand will therefore benefit from greater attention from its targets, and will differentiate itself more. Another statistic, which further proves that mail is not reserved for the elderly: 50% of 15-34 year-olds consider that advertising mail "makes the company more relatable and human" ( Ispos, 2015 ). The possibility of very precise targeting Mass mailing is an outdated practice. Today, direct mail is more precise, because it seeks to take full advantage of a privileged relationship with its readers.
They are more receptive, so mail must speak to them about things that really interest them. Targeting a postal mailing campaign is the key to its success . Current solutions allow you to refine the distribution area and the audience as much as possible, ultimately resulting in an ever more personalized, and therefore more effective, message (like the CARTÉGIE Nouveaux Voisins service , which offers a contact file of new movers in a chosen area). "The time when brands printed 10,000 or 15,000 copies of the same print is over. Today, print runs are small – 200, 300 copies – but more frequent" Sébastien Moreau, CEO of Electrogeloz (interview e-marketing.fr) An important place in the purchasing process Throughout the purchasing process, catalogues and addressed advertising mail are among the priority means during the information stages, product selection and place of purchase, along with comparison websites.
Direct mail is a real drive-to-store and drive-to-web tool . In 2011, 49% of readers of a letter then went online to find out more about the offers discovered on paper (62% for 15-34 year-olds), and 63% in store. They were also 80% said that a sample delivered with the mail encouraged them to buy ( TNS Sofres ). The opportunity of a paper/digital cambodia phone number data union The challenge today is that of "connected paper", a postal mailing that pushes the cross-channel experience even further , with for example a QR code redirecting to the website.
This effort of complementarity (also a challenge for mobile, we talked about it in our article on the challenges of prospecting the mobile channel ) must make it possible to further reduce the separations between media. “We should no longer oppose paper and digital” Antoine de Lasteyrie, CEO of Fullsix Advertising and Media (interview e-marketing.fr) An illustration of this new postal mailing format is the sending by Amazon, during the Christmas period of 2015, of a paper catalog of nearly 100 pages. Each product was associated with a barcode that the reader only had to scan with his smartphone to find all the information on the site (and of course place an order).
They are more receptive, so mail must speak to them about things that really interest them. Targeting a postal mailing campaign is the key to its success . Current solutions allow you to refine the distribution area and the audience as much as possible, ultimately resulting in an ever more personalized, and therefore more effective, message (like the CARTÉGIE Nouveaux Voisins service , which offers a contact file of new movers in a chosen area). "The time when brands printed 10,000 or 15,000 copies of the same print is over. Today, print runs are small – 200, 300 copies – but more frequent" Sébastien Moreau, CEO of Electrogeloz (interview e-marketing.fr) An important place in the purchasing process Throughout the purchasing process, catalogues and addressed advertising mail are among the priority means during the information stages, product selection and place of purchase, along with comparison websites.
Direct mail is a real drive-to-store and drive-to-web tool . In 2011, 49% of readers of a letter then went online to find out more about the offers discovered on paper (62% for 15-34 year-olds), and 63% in store. They were also 80% said that a sample delivered with the mail encouraged them to buy ( TNS Sofres ). The opportunity of a paper/digital cambodia phone number data union The challenge today is that of "connected paper", a postal mailing that pushes the cross-channel experience even further , with for example a QR code redirecting to the website.
This effort of complementarity (also a challenge for mobile, we talked about it in our article on the challenges of prospecting the mobile channel ) must make it possible to further reduce the separations between media. “We should no longer oppose paper and digital” Antoine de Lasteyrie, CEO of Fullsix Advertising and Media (interview e-marketing.fr) An illustration of this new postal mailing format is the sending by Amazon, during the Christmas period of 2015, of a paper catalog of nearly 100 pages. Each product was associated with a barcode that the reader only had to scan with his smartphone to find all the information on the site (and of course place an order).