Did you know that in a study done by MarketingSherpa, they found that 54% of respondents preferred direct mail for updates and promotions vs. 47% by email? In another study using a cross media marketing strategy which included direct mail, email, PURL’s and mobile messaging, the response rates were as high as 8.7% with a conversion rate of 19%. As you can see direct mail is still very effective in a marketing campaign.
By no means are we saying you should only use direct mail, what we are saying is that when direct mail is combined with other channels you increase your response rate. As a marketer, your main objective is to get your marketing messages delivered and get responses to them. Direct mail is effective. Let’s look at another study, this one conducted by InfoTrends.
According to InfoTrends’ survey results:
- 66% of direct mail is opened.
- 82% of direct mail is read for a minute or more.
- 56% of consumers who responded to direct mail went online or visited the physical store.
- 62% of consumers who responded to direct mail in the past three months made a purchase.
These are very powerful numbers. You cannot ignore the direct mail channel. Don’t forget with all the latest technology, direct mail can drive mobile engagement as well as sales. This is not your grandma’s mail piece. Use both personalization and technology to increase your response. Get creative and encourage recipients to engage with you across multiple channels starting with your direct mail piece.
We would be remiss if we did not mention that you need to track your direct mail results. Direct mail makes this easy to do with coupon codes, dedicated phone numbers, personalized landing pages and even just bringing the piece to your sale/event. Don’t let the power of direct mail pass you by. Reach out to your prospects and customers with direct mail, you will reap the benefits.