Digital Marketing experts have found that in just ONE day, Americans are exposed to 4,000 – 10,000 pieces of advertisement. With so many digital and physical marketing channels, it can be very difficult to capture the attention of your audience. That means you need to spend your marketing dollars in places that COUNT.
While some would argue that direct mail is dead, there are some amazing statistics out there that prove otherwise. Did you know that 4 in 10 Americans look forward to checking their mailbox each day? On top of that, pieces of mail are kept for 17 days (on average) before being tossed.
If you need more convincing than that, here are three more powerful stats that prove you should be doing direct mail.
1. OPEN RATE:
Direct mail open rates can reach up to 90%.
Compared to digital platforms, direct mail has a much higher chance of capturing your audience’s attention enough to take the first action: opening. In fact, open rates typically only reach up to 20 – 30% for email.
Leads need to be nurtured, and forming relationships with brands is key to getting them to convert. Consumers are much more receptive when they’re able to connect with a brand at their own convenience (instead of on the brand’s terms). 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
2. RESPONSE RATE:
The response rate for direct mail is up to 9 times higher than that of email.
Compared to email, direct mail is the winner by a long shot when comparing response rates. With an average direct mail response rate between 5% and 9% (depending on the recipient), direct mail leaves email far behind. According to the latest DMA Response Rate Report, email garnered a 1% response rate in 2018 for both household and prospect lists.
P.S. Packaging matters! Oversized mail has the highest response rate.
3. RETURN:
Direct mail offers a 29% return on investment.
Since we know that mail is typically kept for over 2 weeks before being tossed, and 42.2% of direct mail recipients revealed that they at least scan (if not read) the mail that they receive, there is plenty of opportunity for multiple touches on your direct mail. Consumers are repeatedly reminded of the product/service you are advertising.
Because of this, direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail.
BONUS STAT: PERSONALIZATION IS KEY.
Adding a name to your direct mail piece can increase response rates by 135%.
We can help you improve your ROI on your marketing efforts with Experience-in-a-Box! Click below to start your project.
Sources: Epsilon ; Data & Marketing Association ; United States Postal Service
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