October 29, 2013 Leave a Comment
In the past few years, it’s been tough to convince clients that online marketing isn’t the only way to go. Low-cost channels such as email and social have tempted the thrifty marketing officer with comparatively cheaper investments than mail and electronic media. The cry went out from the trendy that direct mail is dying.
Not so, according to the data.
The April 2013 study from the Pew Research Center’s Internet & American Life Project indicates that there’s been a significant lift in direct mail response rates.
The study claims that the average response rate for direct mail now clocks in at 4.4% for both B2B and B2C mailings. “In 2012, envelope-sized direct mail letters garnered a 3.4% response rate when mailed to a house list and achieved a 1.28% response rate when mailed to a prospect list,” says Pew.
Open rates also can boast great news: a recent Direct Mail Information Service report says that over three-quarters of direct mail is opened by the recipients and that nearly two-thirds (63%) of those recipients read the contents.
What’s intriguing about the study results (which gives added credence to the claims) is that Pew’s Internet-centric project revealed the boost in direct mail numbers.
These numbers are actually lower than similar studies done by the Direct Marketing Association.
Reasons why? Many. Less mail in mailboxes, meaning what is there stands out. Better targeting and more customization.
Most important, mail has ALWAYS been one of the top—if not THE top—communication tools for direct marketers. It’s discreet, it’s targeted, and with the new advances in techniques, technology and branding, it’s getting better than ever.
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn