Reaching Women Shoppers Through Direct Mail
According to the National Mail Order Association, women have exclusive responsibility for sorting mail and choosing which items to keep for further consideration in two-thirds of U.S. households. By many other accounts, more than 80 percent of those who pick up the mail across the country every day are women, most of whom also serve as the primary shoppers both on and offline for their households.
Women also tend to read each and every direct mail piece addressed to them.
A report from the marketing website she-conomy.com found that 65 percent of new cars are purchased by the woman of the household. American women spend about $5 trillion annually. This represents over a quarter of U.S. Gross Domestic Product. For retailers, women shoppers are their largest target audience.
As digital advertising continues to grow, the effectiveness of direct mail cannot be overlooked. As online shopping increases each year, it is important to note that studies show that 67 percent of online action is driven by offline messages. A study by the Direct Marketing Association shows that 78 percent of consumers react to direct mail immediately when they receive mail from a brand that they’re interested in. Forty-four percent visit the brand’s website and 34 percent search online for more information about the product.
Before you drop your next mail piece be sure to keep your female recipients top-of-mind:
- Sell customer service — Women want to know how the transaction is going to be handled. They prefer nice and easy. Make a customer care representative available by phone to strengthen the relationship and pave the way for a smooth transaction.
- Impart useful information — Women do their research before buying and like to know why making this purchase is a good decision. In addition to expressing why it’s a great deal, include why it’s a smart deal.
- Be personal — Use first names in the copy and make each recipient feel special with messaging that is polite, factual and smart.
Women drive 70–80 percent of all consumers purchasing through their buying power and influence. I can’t tell you how many times I’ve seen a salesperson mishandle a female customer. Remember, they not only buy for themselves but also direct purchases for their partners, children, parents, in-laws, nieces and nephews. Placing direct mail in women decision-maker hands provides you with a tremendous opportunity. Female shoppers easily constitute a vast majority of vehicle purchase decision-makers.
From cars to healthcare to vacations, women are calling the shots at home. They pick up and read mail, place orders, and use coupons at retail locations. Dealers need to acknowledge the dominance of decision-making women and personally address them directly through the mailbox.