Direct Mailer Research

Account Associate: Haley Sowinski

Many of the current IBA members of an older generation. This large sum of members prefer to
receive materials physically rather than through a digital medium such as email or social media.
Direct mailers are a way for the IBA to reach this large group of members. The purpose of this
research is do outline what are direct mailers and how they can be utilized to benefit the IBA.
What is a direct mailer?
● A marketing effort that uses a mail service to deliver a promotional printed piece to your
target audience.
● Allows the organization to know exactly who is receiving their marketing materials.
● Some mailers do not adhere to traditional letter and mail sending.
● Organizations can go about using a direct mailer by either using a marketing agency or
utilizing paid services such as
○ InfoUSA
○ USPS
○ The Mailing Station
○ Staples
○ The Red Paper Plane
● Can be many different kinds of mediums/formats such as:
○ Brochures
○ Postcards
○ Catalogs
○ Magazines
○ Newsletters
○ Sale Letters
● Cost can vary depending on how much is being mailed, size of mail list, and the design of
the materials.

Direct mailers effectiveness

● Most people with housing frequently check their mail.
● An International Communications Research study found 73% of consumers prefer snail
mail over other advertising methods.
● Envelopes have a higher chance of being opened and read by household members.
● A sense of urgency may be felt with mail detailing their exact name.
● The IBA logo and name will be on the front, making it highly visible to members.
● Important information and updates will go directly to the homes of members, rather than
indirect channels.
● Some emails may be seen as unnecessary and spam. Direct mailers circumvent this
because they do not have to be “opened” for the content to be viewed.
● Direct mailers give some creative freedom in the print media avenues used.

How direct mailers should be used

● The information should be direct and in a very visible area.
● All direct mailers should have many avenues of color to draw attention.
○ Even little things, such as colored envelopes, can help.
○ Color on the envelop helps catch the eye of the receiver
 ● The material should be equally separated on both sides, relative to the displayed address.
○ The front should be information focused.
○ The back should be much more design heavy.
● Only confirmed situation or actionable requests/items should be present in the presented
information.
● Reminders or small-time actionable items are better received through direct mailers.
○ Highly important information and personal updates should be sent as professional
letters rather than promotional direct mailers.
● Use ‘you’ pronouns in as many areas as possible, it plays gives a sense of importance and
that action must be taken quickly.
● Direct users to find more information online by providing website addresses.

Costs of direct mailers

 Stamps
 Printing colored or non-colored envelopes
 Printing included materials in color
 Distribution service