Direct Mail is Back!
42.2% of direct mail recipients either read or scan the mail they get.
When you send a marketing message, you obviously want people to see it. Email might be cheaper, but it’s easily ignored. Direct mail will, on the other hand, get read, or at least scanned by your target audience. The Data & Marketing Association, formerly known as the Direct Mail Marketing Association, reveals that 42.2% of direct mail recipients go through the material you send. Only 22.8% say they don’t read it at all.
50.9% of recipients say they find postcards useful.
Their small size makes them stand out in a mailbox, and the fact they don’t come in an envelope means virtually all postcards get read. Combine this with DMA’s stat that half of consumers find postcards useful and you’ll understand why postcard marketing is arguably the most effective direct mail method available.
Up to 90% of direct mail gets opened/read, compared to only 20-30% of emails.
Many modern business owners looking to promote their company in 2019 ask themselves: Does direct mail still work? Is this a sound marketing investment? Should I focus only on digital marketing? Judging by direct mail open rates, it’s a marketing method worthy of your attention. Sending and receiving hundreds of emails each day, it’s easier for consumers to ignore promotional mail sent online. Postal mail, on the contrary, is opened nine out of 10 times.
(Data & Marketing Association)
When asked, “Which is more effective at getting you to take action?” 30% of millennials said direct mail, while 24% said email. (DMN)
Millennials spend their days glued to their phones. And while it would be easier to visit a website after seeing an email, they report that postal mail inspires them to take action more often than email. DMN’s direct mail marketing statistics indicate that 30% of millennials consider postal mail effective in getting them to visit a website, go to a store, or make a purchase. Only 24% said the same of email.