![]() ![]() Here we see multiple business categories or industries leveraging digital elements. Usage of these response terms in the mail has doubled in just the last 4 years! Prompting the consumer or donor to interact with your brand or organization via some digital channel: We looked at how companies and organizations are opening avenues for customers to reply and we see that digital call to actions are gaining in popularity: Digital Interactive is more prevalent.ĭirect mail is a fantastic means of engaging with a target audience and it reinforces online efforts. Not only are they mailing more postcards – they’re using more words… 98% more in just the last 4 years! If you’re a fan of copy, restaurants LOVE copy when marketing themselves. Let’s look at Amazon – for years it’s been mailing letters to remind Prime members that they’re entitled to watch Prime Video – but there’s a big difference in word count from 2014 to the 2021 example you see: Let’s talk about word count – over the last 20 years, according to our stats, direct mail copy became shorter by 62%. It’s more affordable to mail – and again … less copy. Here’s a good example of what I’m talking about – 2 different mailpieces from Disney Vacation Club: at the top, this 2007 folded self-mailer has a lot of copy covering a 2-panel spread but in 2021, a single postcard is the norm. ![]()
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