Discmail Direct and Direct Marketing Association conducted a study in 2010 about consumer’s attitude and response towards direct mail. Using more than 800 respondents, here are the results of the study:
85 % prefer a disc over an email and 59%of the 800+ respondents believe a DVD is more secure than an email.
91% of respondents are more likely to open mail containing a CD or DVD in it. Apparently, the tactile sensation of opening and playing the disc elicits excitement in direct mail recipients.
The result also shows that of those who preferred to open mail containing some sort of disc, 73% of the more than 800 survey participants would actually play the disc on their computers. However, one of the key points of attraction to consumers is the label of a recognized brand on the disc itself.
Guy Finley, director of the DiscMail Direct Coalition, observed, “In the case studies we’ve reviewed and the research we’ve done with the DMA, we haven’t seen anything less than 10 percent in terms of response rate. When you put a disc in the mail, engagement rates automatically go up to double digits. It all comes back to that perceived value. The customer is getting something special. They’ll even pass it along.”
“People need to think about discs in a different way,” added Finley. “It’s about getting digital advertising into their mailbox.”
So, there you go folks! Proof that direct mail is the way to go!
Personally, I love receiving tangible promotional items than those wordy e-mails. It makes me feel like I received a FREE item and this gives me the feeling that I am special. Any company can send me e-mails and videos but only the good ones bother to ship me their stuff. So instead of spending lots of dollars and time doing online promotion, I suggest you burn some discs and send them to your clients. They’ll love it more.
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