One critical distinction direct mail continues to hold is its ability to generate a large volume of response in a localized market. While close in cost-per-acquisition to social and other digital channels, direct mail maintains the ability to cost-effectively generate a higher volume of response in a defined geography which is a critical distinction for local marketers.

For example, a local fitness center may be able to generate 50 new members through a PPC or social media campaign but needs to drive 350 new members each month to meet their operating objectives. This is where direct mail shines! The 50 members generated through various digital channels are often the low hanging fruit that has already entered the market on their own and finds the business through their own proactive efforts. Direct mail takes a more intrusive approach by presenting offers to consumers that would not otherwise have been planning on making a buying decision and pulling them into the market to take advantage of a strong offer.

With so much attention being placed on emerging technologies and digital media trends, direct mail often gets overshadowed. However, successful marketers are driven by RESULTS and ROI which direct mail continues to deliver.

This year’s 2015 Direct Marketing Association response rate report published key facts regarding direct mail relative to digital channels.