There’s no denying that digital marketing has exploded in popularity over the past several years. Businesses utilizing more traditional marketing messages may feel like they are going to be left behind, and may even be told by others that direct marketing is a thing of the past. While it’s true that the landscape of advertising is always evolving, the research seems to be showing that methods like direct mail aren’t going anywhere just yet. Here are 10 facts that may surprise you about the continued strength of direct mail marketing.
1. Direct mail remains the largest single direct marketing expenditure. In fact, in the year 2012, “traditional offline marketing” (which includes direct mailers) was a $93.6 billion industry. (Experian Data Quality)
2. A survey by the International Communications Research revealed that 73% of consumers actually prefer traditional mail over other advertising methods.
3. Direct mail has a 25% response rate compared to email, which only yields a 23% response rate (Harvard Business Review).
4. Four-fifths (79%) of consumers will act on direct mail immediately compared to only 45% who say they deal with email straightaway. (Direct Marketing Association)
5. 57% of people say they are most likely to remember a message by mail. (Central Mailing Services, Ltd)
6. Over three quarters of direct mail is opened by recipients and 63% read the contents. (Direct Mail Information Service)
7. 39% of customers say they try a new business because of their direct mail advertising. (Direct Marketing Association)
8. In a survey by Mail Print, 70% of people said after receiving a mailer from a business they had stopped using, they renewed their relationships with them.
9. According to the Direct Marketing Association, after receiving a mailer, 44% of people visit the brands website, 34% search for them online, 26% save it for future reference.
10. 59% of U.S. respondents agreed with the following statement: “I enjoy getting postal mail from brands about new products.” (Epsilon 2012 Channel Preference Study)
If you were in doubt about whether direct mail could help your business, hopefully the statistics above were enough to convince you not to miss out on this lucrative marketing move.