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1、THE 2023 DIRECT MAIL MARKETING BENCHMARK REPORTExamining how mailers utilize the channel,what challenges they face,and consumer sentiment.ensuring your direct mail initiatives remain successful.2 DIRECT MAIL INDUSTRY REPORT 2023EXECUTIVE SUMMARYThe modern marketing landscape has witnessed direct mai
2、ls widespread adoption as a valuable channel,utilized throughout the buyer journey from brand awareness to lead remarketing.Mails power lies in its ability to deliver targeted,personalized,and engaging experiences that resonate on an individual level,evoking emotions that drive purchase behavior.The
3、 expanding integration of direct mail with digital marketing strategies has transformed it from its traditional roots into a dynamic direct response channel,while automation and programmatic technologies offer promising solutions for increased efficiency.Despite the immense potential of direct mail,
4、marketers express concern around audience targeting,data access limitations,and performance tracking across omnichannel strategies.This comprehensive report uncovers how B2B and B2C brands are using direct mail,overall channel performance,as well as digital integration tactics and challenges.We also
5、 examine consumer insights around direct mail sentiment,influence,and preferences,so marketers can use the power of direct mail to produce impactful campaigns that achieve exceptional results.Table of ContentsMethodology 3Direct Mail is a Pillar Channel 4Direct Mail is a Customer Acquisition Powerho
6、use 7Integrated Mail Strategies Drive Campaign Success 9The Future is Automated 11Direct Mail Dilemmas:Marketer Realities 13Strategies for Success 15 3 DIRECT MAIL INDUSTRY REPORT 20234343+57+57GG7676+24+24GG8181+19+19GGMETHODOLOGYTo complete our industry research,we partnered with research firm ISG
7、 to survey 250 B2B and B2C marketing strategy leaders across the United States.Via a custom online questionnaire distributed in April of 2023,ISG gathered insights on how marketing leaders are using direct mail today,what challenges they are facing,and direct marketing opportunities for the future.D
8、uring that same time,ISG ran another online survey created for 400 consumers.This questionnaire sought to uncover how frequently consumers engage with various direct response advertisements,their level of influence and enjoyment with each,and their direct mail specific preferences.57%Marketer Audien
9、ceConsumer AudienceHousehold IncomeBusiness toConsumer(B2C)Mix of B2Cand B2BBusiness toBusiness(B2B)24%19%Retail 26%Financial Services 12%Automotive 10%Consumer Products 10%Healthcare 10%Real Estate 6%Marketing Director 41%CMO/VP of Marketing 19%Marketing Manager 13%C-Suite non-CMO 9%Creative Direct
10、or 9%Telecommunications 5%Insurance Services 4%Travel&Leisure 4%Education 2%Utility 2%Other 6%CEO/President 6%Brand Manager 3%Digital Manager 2%Media Buyer 1%Other 1%GenderCompany Business ModelIndustryRole in OrganizationAge Group62+62+3737+1138%62%1%13+13+2525+25+25+373738%25%25%13%MaleFemaleNon-b
11、inary35-4425-3445-5455+$40K-$59K$60K-$79K$80K-$99K$100K-$149K$150K-$199K$200K-$249K$250K-$299K$300K+25%24%17%21%8%3%1%2%4 DIRECT MAIL INDUSTRY REPORT 2023DIRECT MAIL IS A PILLAR CHANNELOur research aligns,finding 89%of marketers have increased or maintained direct mail investments in the last year,u
12、p 3%from our 2022 data2.Survey respondents indicated 2023 mail budget increases are higher than SMS/MMS,CTV|OTT,paid search/programmatic display,and SEO.Mail spend was also prioritized over other traditional channels,including printed media,OOH,linear TV,and radio.The biggest budget increases were a
13、llocated to email,social media,and influencer marketing strategies.Radio was the most likely to experience budget cuts over the last year.In challenging environments,its expected that marketers will demonstrate increased faith in the marketing channels that can be trusted for measurable response rat
14、es and conversions.Looking at direct mail specifically,the increased spending on mail is well justified by the channels performance.In our survey,70%of marketers reported direct mail performance has improved in the last 12 months.Additional industry research mirrors our investment and performance da
15、ta.ANAs 2022 Annual Response Rate Report3 found mails ROI outperforms all other direct marketing channels,and half of respondents plan to increase their use of mail over the next 12 months.The latest IPA Bellweather4 report also shows marketers are increasing direct mail and email investments in Q2
16、2023,representing the largest surge to direct marketing budgets since Q3 2006.KEY FINDINGS1111+89+89GG89%3030+70+70GG70%In 2023,Winterberry Group1 expects direct mail marketing spend to surpass 43 billion dollars an annual growth of 3%over 2022.5 DIRECT MAIL INDUSTRY REPORT 2023Changes in Direct Mar
17、keting Budgets in the Last 12 MonthsChanges in Direct Mail Performance in the Last 12 Months 0%1%1%4%0%3%1%4%4%3%1%4%4%62%49%47%43%52%49%46%42%50%48%46%37%37%31%40%44%43%43%40%43%46%40%45%46%49%44%7%11%8%10%5%8%10%9%7%5%7%10%14%Email MarketingDigital AudioSearch Engine Optimization(SEO)Social MediaS
18、MS/MMSOut-of-home(OOH)Influencer MarketingPaid Search/Programmatic DisplayCTV|OTTDirect MailPrinted MediaLinear TVRadioIncreasedStayed the SameDecreasedDont Use33+2727+70+70GGImprovedStayed the SameDeclined70%27%2%In the last 12 months,has your direct mail performance How has your budget for the fol
19、lowing direct marketing strategies changed in the last 12 months?6 DIRECT MAIL INDUSTRY REPORT 2023How Overwhelmed You Feel by the Amount of AdvertisingEmail Marketing AdsSponsored Influencer Marketing Content AdsAds on Billboards or Event SignageSponsored Social Media Content AdsText Messaging AdsP
20、aid Online Search Results or Banner AdsRadio or Digital Audio(Streaming Ads)Direct Mail Ads(Letters,Postcards,Catalogs)Ads Through TV or Video Streaming ServicesPrinted Media Ads(Magazines,Newspapers)33%25%15%8%28%22%14%25%22%10%44%23%54%21%67%18%80%12%46%26%50%28%71%15%53%22%57%22%77%13%Slightly/No
21、t OverwhelmedSomewhat OverwhelmedOverwhelmedPlease rate how overwhelmed you feel by the amount of advertising you receive in each of the following.69%of consumers engage with mail each week.Nearly 1/3 of consumers engage with direct mail daily.Consumers feel mail is less overwhelming than:Email mark
22、eting Sponsored social media Paid online search/banner ads Television/streaming ads Influencer content ads Text messaging adsConsumer InsightsREALITY CHECK:3131+69+69GG69%7 DIRECT MAIL INDUSTRY REPORT 2023DIRECT MAIL IS A CUSTOMERACQUISITION POWERHOUSEMarketers are leveraging direct mail throughout
23、the buyer journey from brand awareness to lead remarketing.When the campaign objective is customer retention,direct mail is the top choice.Our research found 43%of marketers utilize direct mail for customer acquisition campaigns.Its also a popular channel for customer retention(27%)and brand awarene
24、ss(34%)programs.Direct mails ability to deliver targeted,personalized,and engaging experiences is what makes it such a customer acquisition powerhouse.Advancements in targeting and modeling technology,data analytics,and consumer expectations have allowed marketers to create highly targeted pieces th
25、at resonate on an individual level.Unlike digital advertisements,the physical action of touching a piece of mail excites the brain and kicks off a chain reaction of emotions that drive purchase behavior.According to the 2023 JICMAIL Attention Study5,the average piece of direct mail generates 108 sec
26、onds of attention across 28 days.Our research shows that consumers do not feel mail is overwhelming or intrusive,but rather,they find it more influential than popular digital marketing channels.50%43%43%29%Lead generation=paid search/programmatic displayLead remarketing=social mediaBrand awareness=p
27、rinted mediaCustomer retention=email and SMS/MMSAdditional top marketing objectives per channel include:6060+40+40GG40%4646+54+54GG54%5555+45+45GG45%Consumer InsightsREALITY CHECK:54%of consumers keep an interesting piece of mail and refer back to it later.45%of consumers state direct mail feels les
28、s intrusive than other types of advertising.40%of consumers enjoy learning about new brands/products/services through the mail.8 DIRECT MAIL INDUSTRY REPORT 202334%38%27%38%31%29%33%24%28%43%32%33%36%34%33%24%29%23%20%29%27%27%24%25%22%24%22%43%42%42%36%42%41%35%40%32%40%42%38%44%39%40%35%46%50%38%4
29、4%38%40%38%36%39%33%34%32%35%37%33%33%35%32%33%29%BRAND AWARENESSCUSTOMER RETENTIONLEAD REMARKETINGLEAD GENERATIONCUSTOMER ACQUISITIONMarketing Objectives for Types of Direct AdvertisingDirect MailSocial MediaEmail MarketingInfluencer MarketingDigital AudioSMS/MMSPaid Search/Programmatic DisplayPrin
30、ted MediaSearch Engine Optimization(SEO)Out-of-home(OOH)CTV|OTTLinear TVRadioWhich types of marketing objectives correspond with each of the following types of direct advertising?Multiple response per attribute40%43%Direct MailDirect MailDirect MailDirect MailDirect Mail 9 DIRECT MAIL INDUSTRY REPOR
31、T 2023INTEGRATED MAIL STRATEGIES DRIVE CAMPAIGN SUCCESS Mail is not what it used to be.Once associated with mass mailings and generic promotions,the offline channel has evolved well beyond its roots into a modern and valuable direct response strategy.Marketers identified personalization,integration,
32、and volume/budget flexibility as the top three advantages of direct mail.Even though three out of four marketers believe mail is more versatile and effective than people think,nearly half of marketers indicated the channel can be challenging to sell to leadership in todays digital-first world.Direct
33、 mail and digital marketing integration is bridging the gap between physical and online experiences to drive higher response rates and create interactive and immersive consumer encounters while allowing more brands to execute cost-effective mail programs that deliver impactful results.Nine out of te
34、n respondents report integration has a positive impact on campaign performance.More than half of marketers have integrated or plan to integrate email,SMS/MMS,paid social,and web video with direct mail programs.Approximately 40%are currently integrating with display and connected audio,and one in fou
35、r are integrating with native and CTV|OTT.Level of Agreement with Statements about Direct Mail MarketingIs more versatile than people thinkIs far more effective than people thinkIs challenging to sell to leadership7777+1717+667676+1818+664747+2626+272727%77%17%76%18%6%6%48%26%Please rate your level
36、of agreement with the following statements about direct mail marketing.AgreeNeutralDisagree2525+75+75GG75%75%of marketers integrate email with direct mail.99+9191GG91%91%of marketers believe integrating direct mail and digital channels has a positive impact on campaign performance.10 DIRECT MAIL IND
37、USTRY REPORT 2023Consumer InsightsREALITY CHECK:4848+5252GG52%52%of consumers will Google the brand name and visit the website of a relevant mail piece.6060+4040GG40%40%of consumers enjoy learning about new brands/products/services through the mail.Most Influential Types of AdsConsumers agree direct
38、 mail is more influential than popular digital mediums.Ads through TV or video streaming servicesRadio or digital audio adsAds on billboards or event signageText message adsEmail marketing adsDirect mail ads(letters,postcards,catalogs)Paid online search results or banner adsPrinted media ads(magazin
39、es,newspapers)Sponsored social media content adsSponsored influencer marketing ads50%36%22%38%31%15%38%26%14%14%Please choose and rank the types of advertisements that are most influential over your purchase decisions.Advantages of Direct MailPersonalization/customization optionsQuality audience tar
40、geting dataAffordable(CPA/CAC)Ability to integrate with digital campaignsMail volume and budget flexibilityIts scalable in ways other channels are notEasy to track attribution and performanceFlexibility with creative and formatPhysical,tangible media40%35%30%36%33%29%36%31%25%In your opinion,what ar
41、e the top three advantages of the direct mail channel?Select three advantages 11 DIRECT MAIL INDUSTRY REPORT 20231616+84+84HH2626+7474KK3939+6161GGTHE FUTURE IS AUTOMATED Automated,programatic,or triggeredShared mail programSolo mail program84%74%61%Direct Mail Strategies Used by MarketersLikelihood
42、 of Testing New StrategiesWhich type of direct mail strategy do you use?Select all that applyCompared to last year,how likely are you to test new ideas or strategies for the following direct mail elements this year?84%15%1%83%15%2%83%16%1%82%14%2%79%18%3%AutomationCreativeListsDigital IntegrationOff
43、ersMore likelyAbout the sameLess likelyOur research found direct mail automation is used by 84%of marketers.When asked about new ideas and strategies for future campaigns,marketers again indicated automation is the most likely to be tested this year,just edging past creative and digital integration
44、strategies.Todays environment is forcing brands to do more with less.Our data shows nine out of ten marketers are focused on mail program optimization and scale.We also know that 45%of mail campaigns are produced by in-house teams.Direct mail automation and programmatic technology enable marketers t
45、o maximize the potential of their direct mail programs by streamlining processes,improving efficiency,and enhancing personalization while saving time and resources.Effective automation programs rely on accurate and well-integrated data,quality mail piece production,and quick turnaround to reach cust
46、omers during critical decision-making time periods.12 DIRECT MAIL INDUSTRY REPORT 20232020+80+80GG80%2222+78+78GG78%5050+50+50GG50%Consumer InsightsREALITY CHECK:78%of consumers prefer receiving postcards.More than 50%of consumers agree low quality paper/packaging and frequent mailings are most like
47、ly to give your mail piece a negative impression.More than 80%of consumers say 4+mailings a year is“too much”.4545+36+36+1717+2+2HHDefining“Too Many”Direct Mail Pieces to Receive AnnuallyMost Preferred Types of Mail2-3 Pieces1 Piece4-5 Pieces5 PiecesPostcardsCatalog/MagazineLetterLarge/EnvelopeFolde
48、d Multi-Panel Postcard17%2%36%46%In general,how many mail pieces from the same company is too many to receive in a year?Please rank the following types of mail in order of preference to you,using 1 for most preferred,2 for second most preferred,and so on.78%68%53%71%31%41%28%16%9%6%Most Preferred To
49、p Three Most Preferred 13 DIRECT MAIL INDUSTRY REPORT 2023DIRECT MAIL DILEMMAS:MARKETER REALITIES AND STRATEGIES FOR SUCCESSAudience targeting/data access limitationsTracking direct mail performance across omnichannel strategiesI am not concerned about the future of our direct mail programBudget con
50、straints reducing my mail with other direct marketing channelsAbility to integrate direct mail with other direct marketing channelsOverall paper industry challenges due to cost inflation and/or shortages of labor and materialReaching my audience with increased data security regulations for offline d
51、ata/modeling dataClient preference for digital channelsLack of ROI and performance trackingInternal preference for digital channelsPerformance concernsLack of executive buy-inUnfamiliarity with the channelBudget/cost of emailInternal personnel bandwidthIntegration complexityCost per acquisitionDont
52、have the right partner or vendors to implement33%27%24%22%30%26%24%21%29%25%22%14%Top Challenges of Direct Mail ChannelsTop Concerns About Direct Mail ProgramsIn your opinion,what are the top three challenges of the direct mail channel?Select three challenges Which one of the following are you most
53、concerned about as it relates to your direct mail program?Select all that apply51%50%46%42%42%3%Audience targeting and data access limitations are top on the list of challenges for mailers,followed by performance concerns and a client preference for digital channels.When asked about mail program con
54、cerns,half of marketers worry about performance tracking across omnichannel strategies and reaching their audience due to data security regulations for offline/modeled data.Behavioral data restrictions and complex regulations have made it harder for marketers to effectively reach their desired audie
55、nces.Performance tracking has also become more challenging as marketers struggle to assess the true impact of each channel.Consequently,customer acquisition costs continue to rise,with 86%of retail and ecommerce marketers saying theyve had to spend more to achieve the same acquisition results in a r
56、ecent CommerceNext6 report.14 DIRECT MAIL INDUSTRY REPORT 20238484+16+16GG16%6464+36+36GG36%7272+28+28GG28%Consumer InsightsREALITY CHECK:36%of consumers feel their direct mail is not relevant to their life,needs,or interests.Only 28%of consumers have used a promo code/offer code listed on a mail pi
57、ece during checkout.Less than 16%of consumers enjoy receiving email,influencer,television/streaming video,and text message advertisements.Level of Enjoyment in Receiving The Following Ad TypesRadio or digital audio ads38%28%34%Paid online advertising or banner ads44%22%33%Ads through TV or video str
58、eaming services44%16%40%Printed media ads26%28%46%Ads on billboards or event signage28%18%53%Sponsored influencer marketing content42%11%47%Sponsored social media ads45%27%27%Email marketing ads44%16%40%Text messaging ads59%10%31%EnjoyNeutralDo not enjoyPlease rate how much you enjoy receiving direc
59、t mail advertising.EnjoyNeutral26%39%Do not enjoy35%Direct Mail 15 DIRECT MAIL INDUSTRY REPORT 2023STRATEGIES FOR SUCCESSDirect marketers rely on data quality for audience targeting and performance tracking,and some are struggling to find quality data.Our 2022 Benchmark Report found seven out of ten
60、 marketers trust demographic and first-party data sources to compose their mailing lists,with only 53%using lookalike modeling.Whether youre managing your direct mail campaigns in-house or with an outside vendor,expanding your data partnerships and agency collaborations will enrich your audience pro
61、files to enhance your targeting capabilities and grow your reach for improved campaign performance.We know data quality is the top success factor for driving overall brand growth and customer experience.We also know that predicting future purchases is best accomplished by analyzing past spending beh
62、avior.Reputable direct marketing partners offer access to properly permissioned data points that go beyond basic demographic and geographic selections.This includes highly predictive behavioral and contextual data points,such as individual-level transactional data linked to a consumers physical addr
63、ess.16 DIRECT MAIL INDUSTRY REPORT 2023Using predictive modeling and machine-learning algorithms,the combination of first-party and second-party audiences can be multiplied to identify potential customers who exhibit the characteristics and spending behaviors of your best customers.This information
64、can then be used to create performing mailing lists.If youre struggling with“signal loss”in your digital campaigns,this targeted list can also be onboarded into digital environments to reach online audiences.The merge-purge process plays a vital role in optimizing direct mail lists by identifying an
65、d eliminating unwanted or duplicate data points and records.This ensures that each consumer on your list is represented by a single,unique,and comprehensive record.A direct marketing partner can effectively manage record quality,data conversions,address hygiene,advanced data-matching logic,and sampl
66、ing to uphold data integrity and eliminate waste.When it comes to tracking campaign performance,pair a matchback of your known audience list with a holdout strategy to validate campaign results from awareness to action,across channels.Matchbacks are important when determining campaign performance an
67、d mails impact because only a third of direct mail responses will come through a directly attributable element(URL,TFN,promo code,etc).Direct mail holdouts act as a campaigns control group.During campaign analysis,sales files are matched to the holdout records via the same process and matchkey metho
68、dology that is used on the mailed group.With a matchback complete on both mailed and holdout groups,you can calculate an incremental sales rate and lift for direct mail.17 DIRECT MAIL INDUSTRY REPORT 2023CONCLUSIONIn an era dominated by digital communication,direct mail is still proving its value.Ou
69、r studies reveal significant growth and increased investment in direct mail marketing,with mail volume and spending projected to rise into 2023 and beyond.When marketers are under pressure to spend less and deliver more,they look to mails proven ROI and conversion strength to reach growth goals and
70、consistently move prospects further down the funnel towards conversion.Its not only marketers who trust direct mail to reach their audience.Consumers of all ages embrace the offline channel to engage with new brands and services while fighting digital ad fatigue.Integration with digital marketing ch
71、annels is becoming crucial to drive higher response rates and immersive consumer experiences.Automation is at the forefront of future strategies,offering efficiency and enhanced personalization especially for lean,in-house teams.Data quality and access limitations continue to challenge mailers,highl
72、ighting the importance of expanding data partnerships and leveraging predictive modeling for improved targeting and performance tracking.Embracing the new era of direct marketing demands a data-driven approach to online and offline integration.This balanced strategy will help brands scale customer a
73、cquisition,enhance the customer experience,and drive recurring engagement laying the foundation for sustained profitability and continuous growth.About SeQuel ResponseSeQuel Response is a comprehensive direct response agency that drives our clients to exponential growth through data-driven direct ma
74、il and digital marketing strategies.Through our proprietary testing methods,innovative data strategies,and deep understanding of direct response channels and best practices,we can launch our clients into a new growth channel or reinvent an existing program.About ISGISG is an independently-owned,full
75、-service market research firm offering strategic consulting and research capabilities to serve clients across a wide variety of industries.References1.“Direct Mail Marketing Spending in the United States from 2021 to 2023,”Statista,20232.“Direct Mail:Signed,Sealed,and Still Delivering Results,”SeQue
76、l Response,20223.“Response Rate Report 2022,Performance and Cost Metrics Across Direct Media”ANA,20234.“IPA Bellweather Report-2023 Q2,”Bellweather,Institute of Practitioners in Advertising,S&P Global,20235.“The time we spend with mail:A JICMAIL Attention Study,”JICMAIL Mail Media Metrics,20236.“Seize the Data!The 2023 Retail Data Collection&Satisfactory Survey,”CommerceNext,2023