DID YOU KNOW?
Direct Mail is Making a Comeback Remember when everyone said direct mail was dead? Marketing analysts predicted a future with little to no print marketing. Many of us nodded in agreement. To some extent the predictions were right. There is no denying that direct mail volumes have declined. It was a natural result of the birth of online bill pay and more sophisticated targeting strategies for marketers (less mail means better, more relevant mail).
And marketers certainly flocked to digital channels in droves, favoring their speed to market and cheaper price tag. But, now some experts say the pendulum has swung too far. Digital channels have become oversaturated and largely ignored by consumers. So whatâ€™s next? Does direct mail have a future in our high-tech world? Beyond a doubt. In fact, research shows it may be on the brink of a comeback.
In the United States, the average response rate for direct mail is 9% for house lists and 5% for prospect lists.
EMAIL, PAID SEARCH, SOCIAL
5% DM PROSPECT LISTS
DIRECT MAIL HOUSE LISTS
Direct mail response rates continue to rise: house lists have seen a 173% increase and prospect lists a 194% increase since 2006. Comparatively, email, paid search and social hover around 1% and display ads are approx .3%.1
98% of people check their mail daily. Alternatively, nearly 56% of all digital advertising is never seen due to ad blockers, tab switching and distractions, page loads and plug-ins.3
Over 84% of consumers who responded to direct mail reported that personalization made them more likely to open a direct mail piece.2
of direct mail is opened, and 82% is read for a minute or more. 2
Nearly 80% of direct mail providers believe direct mail volumes will increase at an average annual growth of 4% to 5%.4
1: DMA 2018 Response Rate report, 2: InfoTrends study, 3: USPS & Google , 4: Trends and Future of Direct Mail through 2020 by PRIMIR/INTERQUEST
VOL. 9, ISSUE 2, 2019
Tactics Magazine is a bi-monthly publication created by and for marketing and creative minds.