4 Facts about Direct Mail that will Surprise You
By Gabrielle Liner
Is direct mail even relevant in this day and age? The statistics prove that it is — And if done right, it could lead your company to a much higher ROI as you invest in marketing for 2018.
- Direct mail has the highest response rate compared to other marketing tactics
According to Compu Mail, the direct mail household response rate is 5.1% — the highest response rate the DMA has reported since 2003. In comparison, the response rate for other tactics are: email and paid search at .6%; online display at .2%; and social media at .4%.
- Using digital and direct mail in one campaign yields the highest results
Another statistic from Compu Mail states that marketing campaigns using both direct mail and digital media platforms experienced a 118% increase in response rate (compared to those who just use direct mail). Compu Mail also reports that direct mail with digital ads yield a 28% higher conversion rate overall.
- Direct mail is easier on the brain
The Canada Post published a study on the neuroscience behind direct mail revealing that direct mail requires 21% less cognitive effort than messages coming through digital platforms. The study also revealed that brand recall was 70% higher for those who were exposed to direct mail versus digital ads. Forbes also reported that 60% of people said direct mail made a more lasting impression and they have an easier time recalling the information later.
- Direct mail makes people feel valued
A study by Forbes reported that 57% of respondents said that receiving a postcard made them feel ‘more valued and creates a more authentic relationship’ with the brand. The study also showed that 36% of people get excited and look forward to checking their mailbox everyday. Small Biz Trends states that 70% of Americans consider mail more personal than the internet.
Gabrielle Liner is Account Representative for The Daniels Group in Asheville, NC. The Daniels Group is a communications company with the tools and knowledge to help you grow your business. If you’d like to learn more about direct mail, you can reach Gabrielle at (828) 277-0704 or firstname.lastname@example.org.
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