CHAPTER 13
Direct Mail Advertising With all the attention on internet and social media marketing, a mention of direct mail marketing via old school “snail mail” might seem antiquated. Far from the truth, direct mail is still a highly effective way to deliver an effective, targeted message if used correctly. Prospective buyers between the ages of 18 and 34 (defined as “Millennials”) are predicted to become the largest home buying group. Stan Humphries, chief economist at Prelist.org, reports that, “Roughly 42 percent of Millennials say they want to buy a home in the next one to five years.” Believe it or not, these young adults prefer direct mail! According to National Mortgage Professional Magazine’s Millennials Prefer Direct Mail: • “Seventy-five percent of Millennials believe that the direct mail they receive is valuable.” • “A whopping 92 percent of Millennials are influenced to make a purchasing decision as a result of direct mail they received, as compared to only 78 percent for e-mail.” • “When asked whether they would prefer to receive promotions via e-mail or direct mail, 90 percent of Millennials stated a preference for direct mail.” Whatever format you choose for your direct mail campaign, be prepared to follow up. The ultimate goal of your direct mail 78
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