Reading their direct mailings offers a certain level of aspirational cozy comfort for me. I’ve also become an unintentional brand evangelist for Viking Cruises. While I’m not necessarily Viking Cruise’s desired demographic, somehow I ended up on their mailing list. And here’s where things get a bit more interesting. If PBS trusts them, I guess I can as well. That somehow ups their credibility to me. And while I may not book immediately, I will pay attention to the offerings, sales, or incentives. While I’ve never taken a Viking Cruise in my life, they have the instant recognizability factor for me from their sponsorship of PBS Masterpiece Theater (waves to fellow fans). Without fail, every single time I receive a brochure for a cruise or travel destination, I will read it first. Automotive, financial services, and travel and hospitality were the strongest users of direct mail marketing campaigns.Ībout those travel and hospitality mailers… Viking Cruises direct mail case study.Direct mail ranked fifth for popularity in marketing campaigns, averaging about 38% across all industries.Letter-sized mailings including envelopes had the greatest result.Nearly half of all participants planned on increasing their use of direct mail.When using a multi-format approach, direct mail had 112% ROI.Of all channels analyzed, direct mail consistently had the highest level of ROI. Here are a few statistics to help you understand why print is a great option for converting eyeballs to sales. In June 2022 they released their Response Rate Report (membership required), which revealed some surprising findings. The Association of National Advertisers (ANA) studied multiple methods of multi-format customer outreach including email, paid search, direct mail, and SMS. So if you’ve found yourself believing print is over and your customers will look for you elsewhere, you might want to rethink your strategy. And despite digital advertising ruling the content world, direct mail and print marketing are more robust than ever. But in the world of customizable ads that reach consumers and convert to sales, print still rules.
Print is dead, right? In the world of news, that may be a common belief, as people flock to the internet and apps for news updates. But over the years there have also been many misconceptions about what works best and why. For as long as there have been advertising media, marketers have been debating the best methods to reach and retain clients.
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