If you’ve been in the aviation industry since the 1980s and 90s, you’re VERY familiar with direct mail and you know how targeted and effective direct mail can be. A beautiful, glossy advertisement that lands directly in the hands of the decision-maker is a marketing ideal.
In 1983, marketing legend David Ogilvy extolled the virtues of direct mail over just about every other medium.
And for very good reason!
- Campaigns including direct mail are 27% more likely to deliver top-ranking sales performance, and 40% more likely to deliver top-ranking acquisition levels, versus campaigns without mail.
- 57% of people claim that receiving mail makes them feel more valued. Sending mail creates a more genuine two-way relationship between the brand and consumer.
- Direct mail is easier to understand and more memorable than digital media. It requires 21% less cognitive effort to process and elicits a much higher brand recall.
Some things never change. But some things do – so combining direct mail with an online video, response form, and other more modern technological media can make it even more effective.