Effective Direct Mail Brings in the Dollars

January 23rd, 2017 by

I want to share some statistics about effective direct mail for those direct mail doubters out there. Maybe these numbers will help you change your mind.

DIRECT MAIL MARKETING EFFECTIVENESS STATISTICS

  • U.S. advertisers spend $167 per person on direct mail to earn $2,095 worth of goods sold; a 1,300 percent return. This is huge.
  • One study, “The neuroscience behind the response-driving power of direct mail” found that:
    • Direct mail generates a motivation* score that is 20 percent higher than digital media.
    • Direct mail was found to require 21 percent less cognitive effort. That means your message is absorbed more quickly and effectively.
    • Brand recall was 70 percent higher among participants who were exposed to direct mail ads rather than to digital ones.
  • The average ROI for direct mail campaigns is between 18 and 20 percent.
  •  56 percent of consumers who responded to direct mail went online or visited the physical store.
  • 62 percent of consumers who responded to direct mail in the past three months made a purchase.

These numbers are from the Jan 10th issue of Small Business Trends.

Bottom Line:

The bottom line is that direct mail can and will bring in revenue. Done properly –  which means using the right targeted mailing list, good creative and a solid offer – direct mail is effective, responsive and profitable.

In today’s overly cluttered digital world, we never know if someone is actually seeing our message. We’re not even sure if they are receiving it in their in-box. Marketers should breathe a sigh of relief of knowing that their message is being delivered into the right households where it can be read and digested by their prospect.

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