Direct mail. It’s physical, is delivered straight to an address, and requires some direct interaction. That could be actually taking the time to read it, or simply moving it to the mantelpiece.
But what actually counts as direct mail marketing?
Anything from postcards and newsletters to letters and brochures count as direct mail. The marketing comes when the recipient is urged to take a further step, such as by making a purchase or subscribing to something.
In this way, even invitations are considered direct mail marketing as they request that the recipient RSVP.
Event organisers and wedding planners can benefit from the increased effectiveness of direct mail marketing in the same way that a business advertising a product can.
In fact, almost every industry has use for direct mail marketing. That’s a lot of direct mail.
With the rise of movements like Extinction Rebellion and individuals like Greta Thunberg, 2019 was a big year for environmental awareness.
Think about what happens to all the unappreciated ‘junk’ mail.
This article will reveal some shocking facts and figures about both the environmental and the financial impact of misused direct mail. We’ll also offer a few ways to minimise wastage by optimising the success of your direct mail marketing.
Every year, 5.6 million tons of direct mail marketing pieces end up in landfill
(And 44% of that junk mail is never even opened.)
There’s no denying that we’ve all done it at one point or another. We’ve picked up our mail, flicked through it, and thrown the majority (if not all) of it straight into the recycling without opening a single one.
And that’s if you do your bit and recycle! Otherwise, Americans pay a collective $370 millions every year to dispose of unrecycled junk mail.
The average American household receives roughly 848 pieces of junk mail. That’s equal to 1.5 trees each year, totalling over 100 millions trees for all of the Unites States.
Imagine tearing down the whole Rocky Mountain National Park every four months.
The reason that so much direct mail ends up straight in the landfill is that companies don’t segment their mailing lists.
Rather than targeting specific individuals who are likely to positively engage with their direct mail and tailoring it to their preferences, most businesses instead try the shotgun approach.
They send out direct mail pieces at mass, hoping that they will land.
This is an extremely wasteful tactic. To prevent this, you should evolve your direct mail marketing through targeting and personalisation.
Using only meaningful calls to action and implementing modern best practices will reduce direct mail material wastage and improve the success rates of your campaigns.
It can cost around $121 to send 100 invitations
That doesn’t include the cost of creating the invitations. That’s just the postage.
Based on the 2020 postage rates from the United States Postal Service, the average wedding invitation costs $1.21 to send.
The base mailing price for a piece of direct mail under one ounce is $0.55, with a further $0.15 for each additional ounce.
Wedding invitations require greater luxuriousness than your standard advertising leaflet. Wax seals, ribbons, or any miniature favours included in the invitations will require further $0.15 payments pet envelope.
Avoiding damage to the invitations can involve a further cost, too. Hand-cancelling an invitation involves a post office employee marking each stamp as confirmed so that it cannot be used again. This involves a further charge of $0.21.
If you don’t wish to hand-cancel your invitations, then you run the risk of crumpling your envelopes, breaking wax seals, or having wavy lines appear on your invitations due to the machines used to cancel stamps automatically.
If the seemingly ever increasing costs of posting direct mail marketing is beginning to put you off of the channel entirely, then try an alternative way of creating a direct mail marketing campaign.
Personalising all of your direct mail marketing with our handwritten notes service is the easy way to send engaging, proven-to-be-effective marketing, from invitations to product showcases.
We even take care of the postage, so you can forget about all of those price variations.
Direct mail continues to be an incredibly effective marketing channel, but poor planning and shotgun method focused campaigns are costing money and damaging the environment. Unless something is done, poorly targeted junk mail will continue to end up in landfill and costs will continue to rise.
The good news is that advances in technology can combat these problems and offer us viable alternatives.
Using Scribeless to personalise your direct mail marketing can help increase your engagement rates by as much as 635%, reducing the number of unread notes and maximising your marketing ROI.