Question: How Effective Is Direct Mail Advertising?

Is direct mail still effective in 2020?

As we start the new year, direct mail planning is essential. The strategies we used in 2019 need updates to be more effective in 2020. According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists.

How effective is direct mail as a tool of advertising?

Direct mail campaigns give a high ROI and even a higher ROI than paid ads. They can work effectively in a campaign by themselves or alongside a digital-marketing campaign. Because direct mail is more likely to get read, it increases your brand awareness, even if the first letter is unsuccessful.

What is the success rate of direct mail?

In its response rate report, the Direct Marketing Association (DMA) analyzed Bizo and Epsilon data and found that direct mail achieves a 4.4% response rate, compared to 0.12% for email. Overall, the DMA found that direct mail’s response rates are actually anywhere from 10 to 30 times higher than that of digital.

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Why is direct mail so effective?

Direct mail has proven its value time and time again. Statistics and science prove it often yields greater results than digital because of its tangibility. Direct mail also offers major benefits, such as greater response rates, trust building, personalization, versatility, simplicity, cost-effectiveness, and more.

What is the best day to send direct mail?

Monday– Monday is generally the day when the most household post is received. Avoid the risk of your direct mail campaign having to fight for attention by finding another day for your direct mail campaign to be received. Tuesday, Wednesday, and Thursday– Delivery between Tuesday and Thursday is considered optimum.

Is direct mail declining?

The volume of direct mail sent out in the past few years has had its ups and downs, dropping 5.1% from 85.5 million in 2016 to 81.2 million in 2017 only to rally in 2018 for a total volume of 82.3 million (up 1.4% y-o-y). Spending on direct mail also declined in 2019, dropping 3.4% y-o-y to a total of $41.2.

What are the disadvantages of direct mail advertising?


  • Cost. Direct mail has fixed costs as it needs to be sent through the postal system.
  • Traditionally Time consuming. Depending if you use a traditional agency or a service like postary this isn’t so true anymore.
  • Not-instantanious.
  • Requires Address data.

What is advertising through direct mail?

Direct mail is a type of advertising medium in which messages are sent to target customers through the mail. It may also use direct mail to send out advertising messages or catalogs. Direct mail is simply one advertising medium that direct marketers employ, although it is among the most frequently used.

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How much is direct mail advertising?

How Much Does Direct Mail Advertising Cost Per Piece? At the end of the day, most marketers will end up spending between $. 50 and $3.00 per piece on a direct mail campaign.

How do I increase my direct mail response rate?

So, without further ado, let’s begin.

  1. Make Your Envelope Large AND Unique.
  2. Create a Prospect List Using the Right Resources.
  3. Keep Your Designs Consistent.
  4. Make Your Response Coupons Bigger.
  5. Sell Benefits, Not Features.
  6. Create a Simple-To-Understand (and Tempting) Offer.
  7. Make the Value that You’re Offering Clear.

How many people actually read their mail?

98% of Americans check their mail every day. According to data from the U.S. Postal Service, 98 percent of people check their mail on a daily basis. If you send something out, there’s a high likelihood it’s going to be seen. If you send out consistent mailings, people will see your brand often.

What are the disadvantages of direct marketing?

However, although there are many advantages of direct marketing, there are some disadvantages you need to consider:

  • Intrusive – Some people find direct marketing annoying and intrusive.
  • Environmental Impact – Some direct marketing techniques are associated with having an environmental impact, mainly direct mail.

How successful is direct marketing?

Direct marketing is also a great way to gauge your customers’ appetite for your products and trial new products or services. Direct marketing also allows you to test new markets, review sales results, measure the effectiveness of your sales and advertising tactics, and easily make adjustments to your campaign.

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Is direct mail legal?

In addition, direct marketing by e-mail and direct mail is regulated in the United States most notably by the federal CAN-SPAM Act, which largely pre-empts state laws and covers e-mail, and the federal Deceptive Mail Prevention and Enforcement Act (DMPEA), which governs physical mail.

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