Direct Mail Response Rates Held Strong In 2017
Direct mail still remains one of the most effective ways to market to your consumers due to its ability to create a lasting impression on consumers and return a high value for businesses.
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 remove 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 0.2% response rate by prospect list (a 0.1% drop from 2016). The difference we’re seeing in email marketing to direct mail marketing is that the numbers in ROI for email marketing are high, but, that’s only due to its incredibly low cost. Quantitatively email marketing is great, however, quality acquisitions come from direct mail.
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.
While there hasn’t been significant growth in direct mail stats from 2016 we see that the response rate barely budged. House rates dropped only 0.2% while prospect response rates stayed right where they were, at 2.9%.
Online display, email, and social media response rates have all dropped since last year, which, stands to reason that direct mail still has strong pulling power for business in attracting new customers while also keeping long-term customers coming back.
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 2017 Direct Marketing Association response rate report, publishing important data regarding direct mail relative to digital channels.