These days, the digital side of marketing gets a lot of fanfare.
From Facebook ad campaigns to email marketing and digital media, many people assume that digital is the most cost-efficient and effective way to market.
They would be wrong.
The latest stats on the effectiveness of direct mail marketing prove that it’s still a powerful player in the marketing conversation:
1. In 2015, the Median Return-On-Investment for Direct Mail Marketing Was 15%-17%
Direct mail had the same ROI as social media, and a higher ROI than mobile marketing.
Only email and telephone marketing had higher returns-on-investment than direct mail in 2015.
2. 23% of Direct Mail Recipients Visited the Sender Store’s Location
According to a study from USPS, up to 23% of direct mail recipients then decided to visit the sender store’s physical location.
3. 67% of Consumers Felt That Mail Was More Personal Than the Internet
Data collected from the same USPS study also showed that responding consumers felt that physical mail was more personal than emails or the Internet.
4. 70% of Consumers Preferred Traditional Mail for Receiving Unsolicited Offers from Companies
When you receive an unsolicited email from an unknown source, it can be rattling.
Because so much of our personal and financial information can be stored online, there is a feeling of intrusion when a company has found a way to reach you at your personal email address.
With physical mail, the threat of your online information being breached is non-existent.
Receiving offers or information from companies through direct mail can often feel less invasive and more legitimate.
5. Cost-Per-Acquisition for Direct Mail is $19
Contrary to popular belief, it doesn’t cost significantly more to use direct mail marketing over digital marketing.
Recent studies have shown that CPA for direct mail is $19, while the CPA for social media and mobile marketing clocks in at around $16-$18.
Even the CPA of email marketing wasn’t astronomically lower than direct mail, at a still-comparable rate of $11-$15.
These numbers are far more competitive than most marketers and companies would assume, proving that direct mail is a marketing avenue worth considering.
6. 21.6 % of Respondents Said They Were More Likely to Respond to Direct Mail from a Company They Had Already Purchased From
The USPS Household Diary Study reported that among respondents, nearly 22% said they were likely to respond to direct mail from a company they had purchased from before.
This statistic shows that direct mail remains a viable way to re-engage and win back past customers.
7. According to the 2015 DMA Response Rate Report, Oversized Mailers Received the Best Rate of Response
Oversized mailers, such as postcards and envelopes, received the best rate of response of all direct mail types. The average rate of response for oversized mailers was around 4%.
8. When Sent to Prospect Lists, Response Rates for Direct Mail is 1%, Still Higher Than All Digital Channels Combined
Another statistic from the 2015 DMA Response Rate Report showed that even when sent to prospect lists, the response rate for direct mail across all types was still higher than the combined response rate for all digital channels.
9. When Sent to House Lists, Response Rates for Direct Mail is Consistent Across All Types
According to a study from the Direct Marketing Association’s Response Rate Report, direct mail sent to house lists experiences a consistent rate of response, no matter the type of direct mail being delivered.
The study looked at response rates on catalogs, envelopes, oversized envelopes, postcards, letter-sized envelopes, and dimensional mail.
With statistics like these, it’s clear that direct mail is still a viable (and smart) addition to your marketing efforts.
If you’re interested in tapping into the power of direct mail for your company, contact us today.