Direct Mail Trends for Cardiovascular Marketers

Good old-fashioned “snail mail” can still be a great strategy for cardiovascular marketers.

With all the talk of social media and online communication, our clients consistently ask us about the current effectiveness of traditional direct mail programs.  The short answer is that we think it’s still an important part of an integrated program, and we’re still seeing excellent results.

Here’s a look at six trends worth noting, according to Target Marketing.

1.  Repeat Mailings

• Repeat mail, or controls, are up 12 percent in 2010 and now represent a full quarter of all direct mail.

In our experience, repeat mailings are a great way to stretch budget dollars.  We consistently see response rates that are close to those of a first mailing.

2. More Gifts

• Premium usage has increased by more than 6 percent so far this year compared to 2009.
• Nearly 20 percent of all direct mail now includes a premium offer.

Items like tote bags and blankets, which have been good premium items, are starting to show up as “freemiums,” and are sent to prospects in an initial mailing.  Tote bags have been a great premium item for a couple of our hospital clients, so this is an interesting development.

3. More Personalization

• Personalization is up 19 percent over last year, as it is now being used in more than one-third of all direct mail.

4. Financial Services Mail Is “Back from the Dead.”

• While credit card offers have been less frequent with our struggling economy, recent news declarations of a pending “recovery” may be viewed as an opportunity.

While these offers are not direct competitors with our health care prospects, I think it’s a development to watch.  Credit card companies have long been at the forefront of leading edge practices in direct marketing, and I think we can learn a lot from their efforts.

5. Social Media Is Showing Up

• The promotion of social media in direct mail is increasing, particularly with Facebook, Twitter, etc.

Here’s a caution, though.   Before you automatically include social media icons in a direct mail piece, have you considered their relevance to your core message?  Is the social media reference an integral part of your campaign that makes sense as you engage with prospects or is it just an add-on that potentially takes focus away from your core offer?

6. Self-Mailer Format in Decline

• Self-mailer usage is actually down 15 percent from 2009, probably because of production cost.
• However, this format is still used in 43 percent of all direct mail.

I would suggest monitoring your competitors on this one.  If they’re switching away from self-mailers, a little extra production cost could be worth it to help your message stand out.