News & Blog

3 Reasons To Send Direct Mail Coupons

March 15, 2024
Since online shoppers always seem to be looking for a bargain, comparing prices from more than one source at a time, with a click of a mouse, it should be no surprise that almost everyone loves bargains. It might surprise you that almost everyone likes to use coupons, although most consumers use online coupons for discounts on products, entire purchases, or free shipping whenever we shop online. In fact, while you might picture using coupons as a characteristic of mature age groups, with 96% of Baby Boomers using them, a CreditDonkey study found that:
  • Over 90% of Millennials use coupons
  • 91% of Generation X’ers say they use coupons
Education levelsBreaking the stigma that coupons are used mostly by lower income groups, a CNBC article, “Well-Off, Educated and Tech Savvy: The New Couponer,” revealed that: “Households with incomes of $100,000 or more are twice as likely to coupon as those who earn less than $35,000. College-degree holders are also twice as likely to use coupons as those who did not graduate from high school.” More people, it seems, have become coupon lovers since the Great Recession. If you aren’t surprised yet, did you know that direct mail campaigns are highly effective in driving new traffic to your site or store and creating brand loyalty? This month, we explore three reasons to send direct mail coupons!

Direct mailers are most effective

One reason to send direct mail coupons revolves around the fact that consumers respond well to personalized, targeted direct mail pieces. In this digital world, where everything we think we need or desire is just a click away, Postalytics research has found that direct mail disrupts consumers’ digital days, with these results:
  • Direct mail receives the highest ROI of 112% across all mediums, followed by SMS (102%), email (93%), paid search (88%)
  • 91% of promo mail is read and opened
  • Coordinating digital and direct mail increased response rates by 63%, website visits by 68%, and leads by 53%
  • Americans trust direct mail more than any other advertising, channel-including TV and social media ads
  • Some 71% of consumers feel that direct mail is more personal than online digital communication
  • Direct mail shortens the purchase timeframe, with 73% of purchase decisions taking only one or two days, while on average, online journeys take more than a week and longer to convert.

Direct mailer coupons are trackable

Another good reason to send coupons with your direct mail focuses on the ability to measure the success of your direct mail campaigns. Unlike direct mailers of old, printing technology has evolved and you can track direct mail campaign metrics, such as engagement time and conversion rates to better calculate ROI. Sending coupons with your direct mailers also allows you to track the number of redemptions you get to determine the success rates of a campaign using coupons. One way to optimize your direct mail campaigns is to connect with a professional direct mail service, such as Money Mailer to leverage every aspect of the direct mail campaign process, from designing mailers to automated printing, addressing, and tracking your campaign results.

Coupons expand your reach, help create brand loyalty, and attract new customers

Another reason to send direct mail coupons, according to a Gallimore Industries study, is that coupons are directly responsible for return business that creates brand loyalty and expands your brand. Offering more value than your competition, hyper-targeted, personalized direct mail can expand your brand footprint, allowing consumers to look at your coupon at their leisure and make informed decisions. Incorporating coupons in direct mailers gives you the opportunity to offer your customers more value for their support of your brand. Since customer experience drives brand loyalty, the more you reward your customers with valuable coupons, the more likely they are to stick with your brand, than they are to respond to other offers from your competition.

Expanding your brand’s reach

Similarly, direct mailers with digital calls to action, such as coupons that direct customers to your website, online store, or physical locations introduce your business to potential customers. According to NCH Marketing, “86% of customers claim that coupons often prompt them to try new products and services.” Calls to action that direct shoppers to your physical locations, can also introduce prospective customers to other products and services in your inventory that they might purchase, when they take advantage of your coupon offer.

Small businesses and startups

For local businesses looking to expand their footprints, direct mailer coupons can attract new customers, as consumers will shop at new stores, if they’re convinced they are getting a bargain. According to The Huffington Post, price is the top motivating factor, and “57% of shoppers make purchases at businesses they haven’t been to before because they were able to use a coupon.” Sending out an appealing coupon can turn prospects into customers, taking them away from your competition. Did you know coupons influence the way people shop? A Huffington Post article says that Sending direct mailers containing coupons allows businesses to:
  1. Get noticed by prospective audiences they are targeting
  2. Boost sales among your existing customers, with hyper-targeted offers that increase sales and establish brand loyalty.
  3. Provide opportunities to grow your brand, by attracting new customers who are willing to try your products or services to redeem an attractive offer. Combining valuable coupons with eye-catching direct mail pieces can create compelling campaigns.
Money Mailer can be the partner you need to get your direct mail coupons in the hands of your customers as soon as possible. At Money Mailer, we use both print and digital marketing tools to expand the reach of print products, design print ads, send proofs to our clients, and set up the direct mailing system that puts those ads in the hands of consumers. Contact us to learn more about how we can optimize your direct mail campaigns and grow your business!