Why does direct mail continue to grow as a marketing channel with each passing year? Well, the answer is simply because it is the most effective!
With email and social media marketing on the rise, consumers have become exposed to hundreds of advertisements on a daily basis, some more intrusive than others. In doing so, consumers have become numb to digital media advertising and have even taken measures to removing the ads from their reach. Coincidentally, even as email continues to be the most used tool for advertising, it is hardly the most effective with only a 0.3% response rate by prospect list.
Effectively, email has given direct mail a chance to shine among consumers as your physical mailbox now harbors unique and effective pieces that catch the eye. It is easy to breeze through your email inbox, but there is something special about holding a mail piece in your hand and experiencing the offer as it was meant to be.
It is no coincidence then that direct mail now holds a 5.3% response rate from a house list and 2.9% response from a prospect list (up 1.6% and 1.9% respectively from 2015).
If your company is interested in increased ROI, deliverable brand awareness and most importantly RESULTS; consider direct mail marketing as your one way ticket to a successful advertising campaign.
*All relevant data has been pulled from this year’s 2016 Direct Marketing Association response rate report, publishing important data regarding direct mail relative to digital channels.