Is Direct Mail Marketing Dead?

I am seeing a decline in direct mail marketing. I have talked to Post Office officials, and they confirm that I am not alone.

However, I think, in the words of Mark Twain that rumors of the death of direct mail marketing are greatly exaggerated.

 

Direct mail marketing effectiveness statistics

I received these statistics from Accuzip, the company that makes the software that I use to presort the mail to take advantage of lower postage rates for bulk mail.

U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300 percent return.

One study, “The neuroscience behind the response-driving power of direct mail” found that: Direct mail generates a motivation score that is 20 percent higher than digital media.

Direct mail was found to require 21 percent less cognitive effort. That means your message is absorbed more quickly and effectively.

• Direct mail was found to require 21 percent less cognitive effort. That means your message is absorbed more quickly and effectively.
• Brand recall was 70 percent higher among participants who were exposed to direct mail ads rather than to digital ones.
• The average ROI for direct mail campaigns is between 18 and 20 percent.
• 56 percent of consumers who responded to direct mail went online or visited the physical store.
• 62 percent of consumers who responded to direct mail in the past three months made a purchase.

Direct mail versus Email Statistics

• 80-90 percent of direct mail gets opened, only 20-30 percent of email gets opened on a good day.
• The response rate to direct mail pieces is 3.7 percent, as opposed to 2 percent mobile, 1 percent email, 1 percent social media, and 0.2 percent internet display.
• 70 percent of consumers preferred traditional mail for receiving unsolicited offers from companies.

When asked, “Which is more effective at getting you to take action?” 30 percent of millennials said direct mail, 24 percent said email.

When asked, “Which is more effective at getting you to take action?” 30 percent of millennials said direct mail, 24 percent said email.

 

Bottom line

While many people have predicted the death of email marketing, an even greater number have claimed that direct marketing is already dead.

As the direct mail marketing statistics above clearly demonstrate however, this is not true. In fact, the greatest opportunity for marketing success may lie in combining the two marketing tactics in one campaign. Doing so enables small business marketers to offset the weaknesses of one with the strengths of the other.

Call me at 919-848-4332 to get your direct mail campaign started. We can handle your campaign from start to finish, including design, printing, list and mailing services.