Direct mail marketers, you might want to sit down for this one. According to the DMA Response Rate Report, DM response rates are higher than ever. Higher than anyone might have guessed!
Here are a few of the highlights, in a nutshell:
- DM rates come in at 9% to a house list and 5% to a prospect list—a big jump from 2017. In 2017, a house list offered 5.1% and a prospect list 2.9%.
- Response rates basically whip all other channels, with email and social media rates sitting at 1%. Online display came in at only 0.30%.
- Letter-sized packages performed the best for lead generation with 15.1% response rates.
- Online tracking, codes, coupons, and call centers were the most popular way to track and measure response rates.
What’s happening?
People get so used to all the noise online they kind of zone out when they’re surfing the web. Direct mail is one way to break through all that Internet clutter. And younger generations, they like receiving mail. It’s kind of an anomaly. Special. Something to look into. Then there are all the psychological factors, the way our brains process information on paper versus on a computer screen, the way we remember a piece of mail we’ve held in our hand versus an email.
Direct Mail Belongs in Your Marketing Strategy
If you’re ignoring direct mail, it’s time to start including it—especially if you want to get attention and response. An integrated approach to marketing is always best, using several channels to support your campaign efforts.
Ready to get started?
EdgeMark Partners has over thirty years of experience in direct mail marketing. If you’re thinking about expanding your current DM program and need some help, give us a call!
