Is Direct Mail with Video Worth it?
Video for direct mail is growing in popularity, thanks to advancements in technology and marketing companies looking for new ways to keep up with the digital era. While implementing video into direct mail does come with some immediate benefits (being accessible, actionable and engaging), how does it compare with traditional forms of direct mail?
We're going to be looking at the effectiveness of direct mail videos, and discover whether it’s a worthwhile investment for customers. First, let’s have a look at what direct mail with video is.
What is Direct Mail with Video?
Direct mail with video is a multimedia format that uses a small LCD screen showing video footage to promote a company’s brand, message or product. The video itself is uploaded using a micro USB and the video is activated as soon as the mail is opened (similar to a musical birthday card).
The life of direct mail videos depends on the size of the battery and the USB. On average, direct mail videos can hold up to 2 hours of video. You can even opt for rechargeable direct mail pieces, but these come at a greater cost.
How does it Line Up Against Traditional Direct Mail?
One of the main factors with video in direct mail is the cost. The average cost to send out just one video with direct mail is £9.50 and that’s for the smallest option (2.4inch screen). In comparison, it costs a mere 22p to send one personalised direct mail letter to a recipient.
Of course, you wouldn’t be bulk sending direct mail videos to thousands of recipients, as that’s not what they’re designed for. Instead, you’d only send videos to a niche demographic with a high ROI possibility. For example, if you were to send the cheapest video marketing brochure (roughly £9.50) to 50 recipients, you’d be looking at £475 and that’s not included mailing costs or other service charges. In contrast, you could send almost 2,000 highly personalised direct mail letters to a targeted demographic for the same price.
While it is a more targeted direct mailing campaign, you need to ensure that your audience is going to respond to your video mail, otherwise, it could end up being a costly venture for little return.
Looking at the Stats Behind Video Direct Mail
Video in direct mail has just started to gain ground, and marketing departments are turning to it as a way to stay relevant in the digital world. Some of the more notable companies that have utilised video in direct mail over the last couple of years are:
Is Video Direct Mail Worth Considering?
Putting cost aside for a minute, let’s take a look at some of the stats surrounding video in direct mail. According to HubSpot, 54% of people would like to see video utilised across all forms of marketing, 80% of people can easily recall a video advert they’ve seen within the last month and 90% claimed that product-related videos help them push towards making a purchase.
Even traditional direct mail methods are leaning towards becoming more interactive, incorporating QR codes, textured mail and dimensional mail to encourage recipients to take action.
Direct mail, regardless of the format, works because it’s personal. This is the problem email marketing is currently facing, it's impersonal and many people are now finding it harder to trust because of spam and the rise of phishing.
Video looks to be a strong addition to direct mail’s arsenal and introducing it to direct mail won’t make it any less personal. In fact, from the data seen above, video should improve the ROI for future video direct mail campaigns.
Is it Time for Video in Direct Mail?
Video in direct mail certainly has a future but we may be waiting some time before it’s universally accepted by audiences and marketers alike. While video does offer an immersive and innovative experience to its recipients, it’s currently too expensive and hasn't seen enough consistent success for it to compete with traditional direct mailing methods. If you are considering using video in direct mail, you have to ensure the cost doesn't outweigh the potential ROI, otherwise, it can end up becoming a very expensive venture.
Traditional direct mail methods have proved their effectiveness time and time again and they remain the safest and most cost-effective direct mailing solution on the market. If you are considering a direct mailing campaign, you can contact our team at The Mailing People. We're always on hand to offer our advice and we will happily guide you through the entire mailing process if you’re new to it.
Written by Kristian Harrison, General Manager at The Mailing People. Kristian is an industry professional with over 20 years experience in Direct Mail and Fulfilment.