Editor’s note: Answers in this Q&A are provided by DMW’s Sue Sweeney, Director of Production & Project Management.
What are some of the issues you’re keeping an eye on in the direct mail industry right now?
One of the biggest concerns for businesses, just like consumers, is rising costs. But our clients are affected by more than just price increases in postage — they’re also impacted when the cost of paper, fuel, and ink increases.
DMW has always taken a proactive approach to staying ahead of industry changes and anticipating emerging trends. We maintain close, ongoing communication with our production partners so we can address challenges as they arise. We encourage planning ahead, flexibility, and strategic decision-making to control costs while maintaining campaign performance. We also identify opportunities to improve efficiency in print production and leverage USPS promotions and incentives to offset price increases and maximize savings when possible.
How does DMW plan for — and respond to — delays with mail delivery?
Anyone who has ever mailed a letter or a package knows that delays are possible — and, due to factors beyond our control, they’re often inevitable. Thankfully, the USPS makes it easy for us to monitor and track every mailing. If fact, we track mail progression in real time from the moment it enters the USPS network through final in-home delivery. We also receive alerts and updates if there’s a potential delay due to severe weather or a local operational issue.
This visibility allows us to identify potential delays and deliverability issues so we can investigate disruptions as they arise. By analyzing performance trends at the Sectional Center Facility (SCF) and regional postal levels, we can quickly recognize patterns — such as facilities experiencing longer-than-expected processing times — and proactively adjust mail schedules and readjust client expectations when needed.
How has the industry changed since the Covid-era chaos of 2020-2023 when we experienced paper shortages, 12-20+ week lead times, ink shortages, and more?
The disruption caused by the COVID-19 pandemic reinforced the importance of several key principles: staying informed, planning, understanding potential supply chain challenges, maintaining flexibility, and identifying opportunities for cost savings. These lessons continue to guide our approach, helping us navigate changing market conditions and deliver the best possible outcomes for our clients.
People may be surprised to discover that direct mail is such an effective advertising channel. How do you counter skepticism about including direct mail in an omnichannel campaign?
As one of the oldest targeted advertising channels still in widespread use, direct mail often has to defend its value. I’m always ready to highlight what direct mail does best:
1. It reaches audiences that don’t use online channels. According to recent research, 10% of adults age 65+ don’t use the internet, and only 57% use Facebook — one of the most popular social media channels for this demographic. Based on this data, if a Medicare plan were only using online channels to advertise, it would risk missing a large percentage of its target audience.
2. It gets attention. You can’t scroll past a postcard or a letter. In fact, 84% of consumers read direct mail immediately or the same day they receive it.
3. It can be targeted and personalized. You can reach your intended audience with a specific message that applies to them. Plus, you have the space to say what you need to say.
4. It works with other campaign elements as part of an omnichannel campaign. Direct mail can complement the messaging on other channels — driving toward the same ultimate goal of conversion, for example — using a measurable URL, QR code, phone number, offer code, and/or tracking number, creating a seamless customer experience.
5. It helps build trust. Research suggests there’s something inherently dependable about paper: Nearly half of consumers view brands that send direct mail as more credible than those who rely entirely on digital advertising.
Do direct mail right with DMW
With over 40 years of health plan advertising experience, we can help you plan your next omnichannel campaign. And yes, direct mail deserves a seat at the table. Reach out to learn more.