Is Direct Mail Viable Today?


Definition:  Direct Mail (noun) – a form of marketing that involves sending a physical piece of promotional material through the U.S. Postal Service or other courier service to reach potential clientele and existing clients. .

The question being asked today? Is it still a viable form of marketing? Something that appeals to an audience? Well the 2018 ANA/DMA Response Rate Report is out, and with some eye-opening results!

Letter size mail preformed the best for lead generation with an incredible 15.1% response rate. (And being in the business of making envelopes, this is music to our ears!)

According to the USPS, since 2006 the decline in mail volume fell by 29.85%. What does that really mean for your marketing efforts?  Well good news, less competition for your Direct Mail Campaign in the mailbox!  As a matter of fact, according to the 2016 DMA Response Rate Report, 79% react immediately to direct mail received vs 45% with emails.

Just imagine the possibilities of these results. The DMA indicates an increase in results by as much as 35% when combining an Email Campaign with a Direct Mail Piece.  Sending these campaigns to your existing lists, either with a house list or prospect list, helps with the quality of responses you receive.

Another positive aspect is the ability to target your audience more efficiently when segmenting your lists into groups.  You would be able to send enticing advertisements according to your clients purchase history or maybe a seasonal event with personalized messages in real time. Appealing to what their interest may be.

Take Away?
Send your next marketing piece, in an attractive envelope, to be delivered directly into the hands of the target client.  Don’t forget to compliment this mail piece with a matching email for maximum results.