No Matter How You Measure It, Direct Mail Still Rules
In today’s direct response jungle, direct mail is Tarzan, and digital media is Jane.
|Those are the findings of the Direct Marketing Association’s 2013 Statistical Fact Book. Despite new postal regulations, significant postage price hikes and the growth of digital as a marketing medium, direct mail remains the undisputed king of direct response.No matter how you measure it, direct mail still rules:
And yet, businesses surveyed have made websites, email, social media, SEO, paid search, mobile and online display a bigger priority than direct mail.
But if companies don’t get it, consumers do. A 2012 study by the USPS revealed that 60% of consumers would prefer to get offers by mail than any other form of advertising. And in the era of 1:1 marketing, a Compu-Mail study revealed that 70% of Americans believe postal mail is more personal than digital.
Direct Mail is Alive & Well
|60% of consumers prefer to get offers by mail.70% of Americans believe postal mail is more personal than digital.
1.44% The average response rate of a direct mail letter.
0.03% The average response rate for emails.$54.10 The average cost per lead for direct mail.
$55.24 The average cost per lead for email.
|12-to-1 The average ROI for direct mail is $12 for every $1 invested (lifetime value).That’s a 1200% ROI!|