In a world where digital marketing has become the norm, you may be surprised to hear that direct mail is making a resurgence. However, this is exactly what is happening as businesses are turning to direct mail as an effective method of reaching their target audience. In this blog post, we will explore the reasons behind the rise in direct mail and provide you with statistics and insights for 2023.
Why is Direct Mail Making a Comeback?
1. Direct Mail is More Personal
Direct mail is a more personal way of marketing than digital methods. The fact that the recipient gets a physical piece of mail with their name on it can help build a stronger connection with them than an email or a social media ad. Direct mail can be customized and tailored to the recipient, offering a more personalized experience that can lead to higher engagement and greater conversions. Nerd Wallet reports that simply adding a name to your direct mail can increase response rates by 135%.
2. Direct Mail has Better Response Rate
Another reason why direct mail is making a comeback is due to its high response rate. According to a Data & Marketing Association study, direct mail has a response rate of 5.3%, which is significantly higher than email (0.6%) and paid search (0.5%). This means that direct mail can generate many more leads and conversions than digital methods. The DMA also states that 39% of customers tried a brand for the first time due to direct mail.
3. Direct Mail is Cost-Efficient
4. Direct Mail is Less Cluttered
We are constantly bombarded with digital ads, emails, and social media posts. Cut through this noise by sending physical mail. The average person receives 121 emails per day, compared to just two pieces of physical mail per day. Therefore, direct mail has less clutter than digital marketing channels. As a result, it is more likely to grab the recipient’s attention and lead to higher engagement.
5. Direct Mail Provides Opportunities for Creativity
One of direct mail’s most significant advantages is its creative freedom. With digital marketing, there are constraints on what you can do in terms of design and layout. But with direct mail, you can be as creative as you want and use various materials, textures, and designs to make your mail stand out. By standing out, you can grab the recipient’s attention and increase the chances of a response. A 2021 study by the DMA states that 73% of consumers prefer direct mail over digital ads because it is more tangible.
6. Direct Mail Offers Measurable Results
Analyzing direct mail response rates and converting leads into sales can prove helpful in identifying its effectiveness. Since all responses to direct mail are identified individually, as opposed to online marketing, where you often have to rely on indirect measurements, you can see the performance of your direct mail campaigns more accurately.
7. Direct Mail Can Be Combined with Other Marketing Channels
When added to your multi-channel marketing, direct mail proves a valuable tool for directing traffic to your website, generating leads, and driving sales. Recent studies show that direct mail can help lift an online campaign by 62% and potentially increase sales by 49%