Response rates for direct mail increased to 5.1% in 2018, the highest level in ten years.
Part of the reason is that the mailbox is becoming less competitive. In 2017, 64 billion fewer pieces of mail went through the U.S. postal system than in 2006, but almost half of the 150 billion pieces mailed in 2017 were direct mail.
Response rates on direct mail are rising due to a combination of factors:
- Improved targeting methods
- Highly personalized messaging capabilities. For example, adding a person’s name and full color can increase response by 135%
- High brand recall, as much as 75% compared to digital – that is huge!
You can read more in this US Lead Generation Industry report by Colonnade Advisors
Bottom line, marketers who want increased response rates in their campaigns need to create intelligent, compelling direct mail campaigns, chased by digital, to create an omni-channel experience