The CEO of OgilvyOne Worldwide, the world’s largest direct marketing network believes in the power of direct mail. “Almost every household in the civilized world can be reached by mail” he says. “Maybe that’s why every one of our top 20 clients uses direct mail in its marketing mix.”
He cites four strengths of direct mail:
- Endurance: Printed messages last longer than digital ones. And, direct mail response rates are consistently 2-3 times higher than email response rates.
- Acquisition: Direct mail has always been a great way to introduce products and acquire customers.
- Impact: When American Express launched its most prestigious product, the Centurion Card, they did it with mail and it worked.
- Sense: Direct mail is sensory. You can’t feel the banner ad or smell an email.