You are probably at least vaguely familiar with direct mail packaging if you support any non-profit organizations; however, it is probably safe to assume the average Joe probably has no idea what direct mail is! Or at least doesn't know that's what it is! Commonly seen as "junk" mail, it's discarded without even a second though. Let's see if this scenario rings true for you: You open the mailbox and see a handful of colorful envelopes you know nothing about. The return address is from people and organizations you don't know and know nothing about. If your house is anything like mine, most of these "mailings" probably hit the trash can before you can even take a second glance. But, would you take a second look if the envelope contained a DVD or CD Template? Would there be any temptation to see what it was?
At a recent DMA Conference & Exhibition in San Francisco a study was released which contained findings from research conducted on many types of direct mail packaging. Inserts containing a DVD or CD Template seem to have a positive effect on consumers according to the data collected. 91% of consumers reported to the study that they would rather open a package with a CD or DVD than a traditional mailing and would be more likely to open a package with this type of offering. This held especially true of those within the younger generations who seem to hold the notion that technology is the end all be all. A staggering 73% of respondents actually played discs direct mailed to them. If the goal of a direct mailing is to not just become junk mail, getting the consumer to actually view your offerings is pretty impressive!
A surprising outcome of the study was that perceived value proved to be a major component in the success of failure of direct mail packaging. If the mailing came from a well-known and respected source, such as Mercedes or Apple, the consumers' were more enticed to view the material than when the material was from an unknown brand that the consumer had no connections with. When the brand was immediately recognizable as a reputable brand, in most cases, the materials were likely to be viewed and considered by the consumer. The complete opposite was true of less known, less trusted brands. Those mailings quickly became junk mail and were discarded almost immediately.
Safety concerns were also brought up by consumers at the conference. They were concerned that opening the contents of a CD or DVD on their computer carried the risk of a virus or other damage to their computer. With traditional mailing methods these issues do not present, because paper being read threatens no harm to your expensive electronics! In almost all instances where a CD or DVD were enclosed as part of the mailing, almost without exception, trusted and recognized names mailings were widely viewed while less known companies, and their discs, were quickly dismissed and discarded.
Knowing your target audience was also studied and proved to be a critical decision directly impacting the success of direct mailings. Most likely to open an email, insert a CD, or view a DVD were those consumers under the age of 35. Those most likely to respond to traditional means of direct mail packaging were those consumers over the age of 55. And most likely to respond equally well to both mediums were those consumers in the 35 to 55 age range. Hence, knowing your target audience, and what means will best achieve your desired results is critically in the success of your mailings.
Direct mail packaging through traditional methods, or more modern methods of DVD or CD template, can all still be effective if done properly.
At a recent DMA Conference & Exhibition in San Francisco a study was released which contained findings from research conducted on many types of direct mail packaging. Inserts containing a DVD or CD Template seem to have a positive effect on consumers according to the data collected. 91% of consumers reported to the study that they would rather open a package with a CD or DVD than a traditional mailing and would be more likely to open a package with this type of offering. This held especially true of those within the younger generations who seem to hold the notion that technology is the end all be all. A staggering 73% of respondents actually played discs direct mailed to them. If the goal of a direct mailing is to not just become junk mail, getting the consumer to actually view your offerings is pretty impressive!
A surprising outcome of the study was that perceived value proved to be a major component in the success of failure of direct mail packaging. If the mailing came from a well-known and respected source, such as Mercedes or Apple, the consumers' were more enticed to view the material than when the material was from an unknown brand that the consumer had no connections with. When the brand was immediately recognizable as a reputable brand, in most cases, the materials were likely to be viewed and considered by the consumer. The complete opposite was true of less known, less trusted brands. Those mailings quickly became junk mail and were discarded almost immediately.
Safety concerns were also brought up by consumers at the conference. They were concerned that opening the contents of a CD or DVD on their computer carried the risk of a virus or other damage to their computer. With traditional mailing methods these issues do not present, because paper being read threatens no harm to your expensive electronics! In almost all instances where a CD or DVD were enclosed as part of the mailing, almost without exception, trusted and recognized names mailings were widely viewed while less known companies, and their discs, were quickly dismissed and discarded.
Knowing your target audience was also studied and proved to be a critical decision directly impacting the success of direct mailings. Most likely to open an email, insert a CD, or view a DVD were those consumers under the age of 35. Those most likely to respond to traditional means of direct mail packaging were those consumers over the age of 55. And most likely to respond equally well to both mediums were those consumers in the 35 to 55 age range. Hence, knowing your target audience, and what means will best achieve your desired results is critically in the success of your mailings.
Direct mail packaging through traditional methods, or more modern methods of DVD or CD template, can all still be effective if done properly.
About the Author:
Looking to find the best deal on direct mail packaging, then visit Esme Spence's site to find the best advice on this and other services such as a CD template for your business.
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