Direct Mail Effectiveness Statistics

In the digital age, direct mail marketing can still be an effective way to promote a message. Tangible mail can actually be more effective than email marketing, because the reader cannot simply click and delete the item but must first look it over. If the mail appeals to the reader, he likely will open it. There are many statistics that validate this effectiveness.

B2B Marketers Survey

A 2010 study of business-to-business (B2B) marketers by Marketing Sherpa found mixed results ofdirect mail campaigns. The results were that 57 percent believed the campaign was somewhat effective. Another 22 percent believed it was very effective and 22 percent believed it was not effective at all. These results indicate that there is some worth in launching a campaign, according to the marketers themselves.

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Perceptions by Size

According to the Marketing Sherpa survey, a majority of organizations of all sizes found the marketing either somewhat or very effective. The company believes that increased segmentation and personalization of campaigns has increased effectiveness. About 25 percent of companies with less than 100 people felt the campaigns were very effective; 19 percent of mid-sized companies and 21 percent of large companies also felt this way. Meanwhile, 34 percent of companies in business services found mail marketing very effective, which was the highest rating for any business sector.

Response Rate

According to Melissa Data, a company that provides address data for companies, the typical response rate for direct mail campaigns is 2 percent. Saturation mailings, which blindly mail to entire zip codes, receive this rate. However, a company can radically increase the response rate by a highly personalized, color print campaign. In those instances, the response rate is 6.5 percent.

Comparison to Other Marketing Efforts

According to the Direct Marketing Association, the response rate for mailings is 3.4 percent. However, other digital forms of marketing were much lower. The response rate of email was just 0.12 percent. However, due to the negligible cost, email actually has a higher return on investment. Telemarketing still receives the highest response rate, with 13 percent.

Article From:  www.yourbusiness.azcentral.com