Email Marketing: Response rate of 0.6% | Sales lift up to 28% | Occasionally viewed positively by younger generations.Direct Mail: Response rate between 2%-4% | Sales lift up to 49% | Viewed positively by younger generations.emailĪs you can see, direct mail effectiveness is high when measured against email marketing on its own. Their digital lives are at the forefront and direct mail is often seen by young people as an organization going above and beyond to reach out instead of simply relying on a typical and easier email communication. Perhaps surprisingly, younger generations like Millennials and Gen Z feel the same way.
For some, direct mail marketing will always be seen as “junk mail,” but older generations who enjoy getting mail every day don’t necessarily agree. Perception plays a large role in direct mail marketing. As always, it is recommended that marketing campaigns be multi-faceted and utilize multiple channels to form a robust experience and a variety of touchpoints in a customer’s journey. digital, direct mail stands up to a variety of digital marketing channels. How effective is direct mail marketing vs. Does mail advertising work? Yes, direct mail advertising works and marketers should include direct mail in advertising campaigns, but it has to be done correctly and it cannot exist in a bubble. Marketers across industries report their direct mail campaigns are successful and effective. Why you should include direct mail in your advertising campaign In other research, the USPS found that more than half of all households read advertising mail. And catalog recipients are more likely to make an online purchase than people who did not receive a catalog, according to recent research from the U.S. More than 60% of people who receive catalogs then visited the organization’s website. Direct mail ROI is strong.įor those with a variety of products, catalogs can be highly effective. However, even the earliest adopters of marketing tech would agree that there is a compelling argument for utilizing direct mail and developing a direct mail marketing strategy.Ī recent survey by the Association of National Advertisers found that marketers reported the highest Return on Investment (ROI) with marketing campaigns that utilize postcards and letter-sized envelopes. TikTok videos, Instagram Reels, live on social shopping, artificial intelligence (AI), gamification – in an ever-changing marketing and advertising landscape, it can feel like there’s no room left for traditional tactics such as direct mail.
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