NAFCU Services Blog

By Tammie Kovacs, Program Specialist, TruStage

Ask a credit union where they’re focusing their marketing budget and digital is the likely answer. It makes sense: Members demand digital awareness and convenience and many credit unions still have critical work to do in this area.

But when you want to inform, engage and drive action—especially for products and services that require some time and education to sell—don’t overlook the power of direct mail.

We often refer to direct mail as marketing’s unsung hero. Like credit unions, direct mail can be a powerful way to connect members to the products and services they need most but doesn’t always get the attention it deserves. We think it’s time for that to change! Here’s why.

5 reasons to add direct mail to your marketing mix.

1.    It works. Here are a couple of proof points.

First, research shows direct mail generates purchases that are five times larger than those from email campaign,¹  and that consumers are 20% more motivated to respond to a direct mail offer than the same offer through a digital channel.²

Second, even though the volume of direct mail has dropped steadily in recent years—by nearly 30%—direct mail marketing response rates have jumped by 173%.³

2.    People like and trust direct mail over other channels. Studies show consumers trust print, think mail is more personal than the internet, and like getting “real” mail about new products.⁴ They especially enjoy getting mail from brands they already know—more than three-quarters will discuss mail they’ve gotten from a brand they’ve already purchased.⁵ Consumers also find it easier to read and comprehend something on paper vs. a screen—which is especially important when dealing with a more complex product.^6,7 And when they’re looking to buy, consumers find direct mail more trustworthy than digital channels.⁸

3.    People tend to hold onto their direct mail. Sure, some direct mail goes straight to the trash. But when consumers hold onto their mail, they hold on for a long time—17 days on average.⁹ Compare that to a few seconds for the typical e-mail! And during those 17 days it’s likely multiple people in the household will cross paths with your message.

4.    It goes straight to members’ decision-making hub: their home. When members are making a big decision—like protecting their home or life—88% of the time, they’ll make that big decision at home.¹⁰ Which is where you’ve just sent that critical message.

5.    Your competition is using direct mail. One last thing to think about: If you aren’t in your members mailbox, who is? Credit unions are being out marketed three to one by lending and insurance direct mail offers.¹¹ Can you afford not to be in your members’ mailboxes?

Ready to learn more about the power of this unsung hero? Listen in for more on why direct mail works and key considerations for the best direct mail campaign: Keys to Increasing your Marketing Results for Auto, Home, and Life Insurance.

¹ Lesonsky, Rieva, “Direct Mail is Hot Again,” US Small Business Administration, April 2019 ² Waggener, Ryan, “Direct Mail Statistics That Proves It Works,” Action Mailing, Print Solutions, April 2019 ³ Mail Shark, “Is Direct Mail Dead?” 2019 ⁴ Waggener, Ryan, “Direct Mail Statistics That Proves It Works,” Action Mailing, Print Solutions, April 2019 ⁵ Lesonsky, Rieva, “Direct Mail is Hot Again,” US Small Business Administration, April 2019 ⁶ Waggener, Ryan, “Direct Mail Statistics That Proves It Works,” Action Mailing, Print Solutions, April 2019 ⁷ Barshay, Jill. “Evidence Increases for Reading on Paper Instead of Screens,” Hechinger Report. August 12, 2019. ⁸ PostAlytics, "Important Statistics on Direct Mail,” Oct. 30, 2019 ⁹ Lesonsky, Rieva, “Direct Mail is Hot Again,” US Small Business Administration, April 2019 ¹⁰ Ibid                                                                                                                                                                           ¹¹ ACUC Coverage. “The ‘Hidden Risks’ Masked by Strong Auto Lending Numbers,” July 2, 2018