Direct Mail Out Performs Digital

According to the Direct Mail Association (DMA), response rates took quite the jump in 2016 with a 5.3% response rate to house lists and 2.9% to prospect lists.  These are the highest levels the DMA has seen since 2003.

…due to the saturation of digital marketing in the age we are living in, direct mail response rates have flourished compared to their online counterparts.

Other digital channels are not even in the same league as direct mail (5.3%) with response rates reported by the DMA as low as:

  • Paid Search, 0.5%
  • Social Media, 0.6%
  • Email Marketing, House List:0.6% and Prospect List: 0.3%

Direct mail also ranks among the top three marketing channels when comparing ROI:

  1. Email, 122%
  2. Social Media, 28%
  3. Direct Mail, 27%
  4. Paid Search, 25%
  5. Online Display, 18%

Written by Gavin Hodges is a Marketing Analyst at Target Direct Marketing, leaders in inquiry/lead generation.

This article appeared in issue 38 of FeedFront Magazine, which was published in April 2017.

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