Direct mail remains leagues ahead of email marketing when it comes to opening and interaction rates, which we explored in blog “which is best: e-mail or direct mail” But, like all forms of marketing, you need to ensure you’re delivering your message at the optimal time. Unlike email, which is relatively cheap to send out, direct mail can be costly when print, fulfilment and design are factored in. So, it’s crucial you look at whether certain days can give you a better return.
What is the Best Day to Send Direct Mail?
In the same way that email and social media have peak audience times, direct mail has peak door drop days too. Most mail is delivered on a Monday, due to weekend schedules, but this doesn’t mean that Monday is the best day for customers to receive mail, in fact, it’s thought to be the worst. This is because of two main reasons: first, people aren’t into the full flow of the working week, and when they return home, they’re not keen on sifting through their mail. Second, the majority of mail is received on a Monday, meaning your mail could likely end up lost within everyone else’s. Fridays and Saturdays aren’t too great either, because people are now focusing on the weekend and by the time Monday comes back around, your mail will have become lost in the flurry of others received on Saturday and Monday morning.
Tuesday to Thursday are the Best Days to Receive Direct Mail
Optimum receiving days are between Tuesday and Thursday, because recipients are into the flow of the working week and are thought to be more engaged. The DMA constructed a graph detailing the what mail is received and when: (Graph courtesy of The Direct Marketing Association)
The total volume for all mail peaks on Wednesday, with unaddressed mail falling after Wednesday. With most of our clients using DSA providers who operate a 2-3 day drop service it is important to understand when to instruct your mail to be released – allowing for peaks and troughs and busy periods for when the mail might “drop”.
Personalising Your Mail Gets You Further
While it’s important to target the best delivery days, it’s equally important (if not more important) to ensure your direct mail campaign is unique, eye-catching and above all else, actionable. Design is key here, so make sure you consider everything from weight and shape to colour and texture. Don’t forget with print advances you can also personlise the front of the envelope with pictures and images.
It’s Not All About the Day
The good news is that according to the Royal Mail, people keep door drops for 38 days, so there’s a high chance your mail will be seen, even if it’s not opened on the desired day. The 2018 stats tell a similar story, in that even after one month, 27% of mail is still ‘live’ within the household.
Learn the five fab reasons to LOVE Direct Mail here and learn why you should never underestimate the power of printed direct mail marketing, and its ability to cut through the noise in a digital era.
