35 Direct Marketing Stats for 2018-2019
An audience-favorite, here is an updated list of direct marketing statistics that demonstrate the power of direct marketing.
Household response rates for mail have nearly doubled
The Bottom Line – It’s not direct mail vs. digital. Each medium has its own powers and advantages, and we recommend using direct mail as the activation point for the omnichannel experience because it has the most impact on the customer. Once someone sees a message in their mailbox (or anywhere else) they’re going to be more conscious of it when they see it in other places.
Editor’s Note – These are industry averages based on low sample sizes. This information is to illustrate the overall impact of direct mail compared to other forms of media, and not to calculate the response of your direct mail campaigns. There are a number of other factors to consider; please see a Compu-Mail rep to discuss this further.
Attention Spans are Short and Email Inboxes are Full
The Bottom Line – You have only have a couple seconds if you want your emails to be noticed. Make your subject lines count and ensure that you are adhering to CAN-SPAM and GDPR policy and respect when people opt out of your messages. Use direct mail as one of your initial points of contact so they remember you later when they are skimming through their email inbox.
Direct Mail Volume is Down – But That Might Be a Good Thing
The Bottom Line – The overall direct mail volume decline just means less competition in the mailbox. People are more likely to notice direct mail when there is less of it, plus they have more time to spend with each piece.
Direct Mail Usage by Industry
The Bottom Line – Many industries still rely on direct mail to get their message out.
Relevancy and Personalization are Key
The Bottom Line – Go beyond name and address, pulling in personalized messaging based on purchase or donation history, motivations, interests, and more. Your customers will notice and appreciate this, even if it’s subconscious recognition.
But Make Sure You Contact Them on Their Own Terms
The Bottom Line – Direct mail campaigns give recipients something to hold onto, so they have your information in front of them when they are ready to sit down and read your message.
Other Interesting Stats
This is a compilation of statistics we have collected from other sources. Please contact the original source with any inquiries regarding the statistics.
1-6, 13-25, 33, 34: ANA | DMA Response Rate Report, 2018
8: Canada Post
10: Marketing Profs
30-31: Pure 360