Alive and Kicking: Analyzing the Numbers Behind Direct Mail

Posted by James Ravetti

Mar 19, 2014 4:00:00 PM

Alive-and-Kicking-Analyzing-the-Numbers-Behind-Direct-MailThe fact that Apple, which has single-handedly revolutionized forward-thinking technology, is still using direct mail should be a wakeup call for businesses in every industry. If you’re not sure about the sustainability of direct mail marketing, then it’s time to consider the numbers. Despite the growth of digital media, direct mail response rates have held steady over the last four years. Mailings to prospect lists average a response rate of 1.38 percent, which is similar to the 1.78 conversion rate for marketing emails.

Perhaps the most surprising revelation is the fact that 73 percent of United States consumers prefer direct mail as their primary method of communication with brands. Despite the convenience of digital media, consumers consistently report that they enjoy checking the mailbox and finding promotional pieces mingled with personal mail. In a separate survey, 59 percent of consumers say that they enjoy receiving postal mail from brands about new services, products, and promotions.

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Topics: direct mail, Lead Conversion, Direct Mail Statistics

5 Mind-Boggling Statistics About Direct Mail And What They Mean

Posted by James Ravetti

Sep 12, 2013 8:30:00 AM

5 Mind Boggling Statistics About Direct Mail and What They Mean

It’s all about content marketing. From blogs to Facebook posts, all we hear about is how incredibly important it is for businesses to regularly create and promote compelling content. But what if that’s only half the story? Yes, content marketing is powerful—that’s a given. But what if the platforms where you release it are of equal consideration? While everyone is engaged in content on the web, the fact is that direct mail marketing is still one of the most powerful tools—secrets—available.

Some mind-boggling statistics about direct mail include: 

1. 18- to 34-year-olds prefer direct mail.

When we think about young adults, it’s easy to think of a generation that’s enamored with the internet and all-things-digital. The reality is, however, that this age group actually prefers learning about products and services via direct mail. According to Forbes, direct mail is still alive and kicking and young adults are some of the best targets for lead conversion.

2. Most marketers don’t know how to engage in direct mail campaign.

With so much focus on digital advertising, most marketers mistakenly believe that direct mail is a waste of time. And even if marketers acknowledge its power, they don’t have the experience to effectively engage in a campaign. So what does this mean? The result is that there isn’t much competition in direct mail. Depending on your industry, it’s most likely that your competitors are focusing strictly on lead conversion online or through other traditional methods while ignoring direct mail.

3. ROI is highest for direct mail campaigns.

According to a recent study published by Target Marketing Magazine, the highest scoring form of marketing for B2C and B2B marketers was direct mail. It boasted a higher ROI and contact retention than social media marketing. Albeit, social media is still an evolving platform, but the power of direct mail cannot be denied.

4. Response rates can reach as high as 6.5 percent.

On average direct mail naturally has an incredible response rate of 2 percent. However, this lead conversion statistic can be drastically improved through personal mailing or color print campaigns. If direct mail is optimized, response rates typically average around 6.5 percent. Compare this to an average of 0.12 percent for email.

5. Direct mail composes 52.7 percent of the national marketing budget.

Collectively, marketers in every industry spent 52.7 percent of the annual marketing expenditure on direct mail. This means that despite the prevalence of social media, certain industries such as the automobile industry still rely on direct mail for lead conversion. However, it also means that direct mail is one of the most expensive forms of marketing. Businesses should carefully strategize their direct mail campaign to optimize their lead conversion and achieve the most bang for their buck.

While content marketing has gained prevalence online, it’s crucial to remember that content isn’t limited to the online world. With the clear benefits that direct mail has to offer and the fact that many businesses are ignoring it, what’s holding you back?

Direct Mail Best Practices

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Topics: direct mail, Lead Conversion, Direct Mail Statistics

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