Powering Your Direct Mail

by Sean Huban

In an age dominated by digital marketing, the effectiveness of direct mail might not be immediately apparent. However, when you introduce plastic or paper cards into your direct mail campaigns, you unlock a unique and compelling strategy that can yield significant results. This blog post will explore the benefits of direct mail with plastic or paper cards inside, backed by relevant statistics to demonstrate their undeniable impact on your marketing efforts.

High Open Rates

Direct mail has a reputation for high open rates, and when you add a tangible card to the mix, you make your mailpiece even more irresistible. According to the Data & Marketing Association, direct mail boasts a 79% open rate. When you include plastic or paper cards within your direct mail, you enhance the appeal and make it more likely that your target audience will engage with your message.

Enhanced Engagement

Tangible cards, whether plastic or paper, boost engagement significantly. A study by JICMAIL (Joint Industry Committee for Mail) found that 85% of recipients of direct mail engage with it, spending an average of 9 minutes per item. The physical nature of these cards invites interaction, making your message more memorable and impactful.

Increased Response Rates

Response rates are a key metric for measuring campaign success, and the inclusion of plastic or paper cards can significantly boost these rates. Compu-Mail reported that including a card in your direct mail can lead to response rate increases of up to 25%. This means more potential customers taking action and engaging with your brand.

Longevity and Shelf Life

Digital marketing messages can quickly become lost in the noise, but physical cards have staying power. According to the Advertising Specialty Institute, 65% of recipients retain promotional products such as cards for more than a year. This extended shelf life ensures that your brand and message remain in front of your target audience for an extended period.

Personalization Matters

Personalization is a game-changer in marketing. A study by InfoTrends found that personalized direct mail achieves a 10-15% higher response rate. Whether you personalize the card itself or the accompanying message, customization increases the effectiveness of your direct mail campaigns.

Seamless Multichannel Integration

    Direct mail with plastic or paper cards can serve as a bridge between your physical and digital marketing efforts. The Data & Marketing Association reported that 44% of direct mail recipients visit a brand’s website after receiving a piece of mail. By integrating your cards with online and mobile channels, you create a seamless, multi-touchpoint customer experience that strengthens your brand presence.

    Boosting Customer Loyalty

    Cards included in direct mail can serve as more than just promotional tools; they can be membership cards, discount cards, or loyalty cards. A survey by Invesp revealed that 55% of customers are willing to pay more for a product or service in exchange for loyalty program benefits, while 82.4% of customers are more likely to shop at stores where they are members.


    The effectiveness of direct mail with plastic or paper cards is underscored by compelling statistics. With high open rates, increased engagement, and enhanced response rates, these tangible cards are a valuable addition to your marketing toolkit. They offer a level of personalization and multichannel integration that can’t be easily replicated in the digital realm.