Direct mail offers marketers with a tangible tool through which they can track, measure and analyze response rates to campaigns as well as return on investment. Unlike emails, consumers are less likely to simply throw away a direct mail piece, and the print materials report higher response rates when used in conjunction with digital communications and social media in a multichannel campaign.

Provena St. Joseph Medical Center in Joliet, Illinois, recently sent out direct mail pieces to promote a lung cancer screening for current smokers. The oversized postcards were sent to residents nearby who had a strong likelihood of having smoked based on their age, income, insurance stats and other demographic criteria. The targeted campaign asked recipients to provide data for the organization regarding their medical background and lifestyle, and also provided residents with valuable information on the screenings available. The data was collected for analysis to help the hospital reach more residents with a high risk for lung cancer, USA Today reported.

In addition, True North Federal Credit Union of Juneau, Alaska, launched a targeted six-week direct mail campaign that increased sales by 5 percent and reported a 9.23 percent response rate. The campaign was designed to help the credit union improve performance and increase revenue.

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