In the age of digital marketing, it may surprise you to learn that traditional direct mail marketing continues to be one of the most effective ways to reach customers and convert them into buyers. Here are 5 interesting facts about Direct Mail Marketing that you probably didn’t know:
Direct Mail gets more views than email
The annual USPS direct mail report cites that close to 80% of people read or at least skim through mail that’s sent to their home. Despite the widespread popularity of email marketing, people are still old fashion when it comes to product promotions as 3 out of 4 people prefer getting mail over email which is perceived as spam!
As shown in Figure 1 below, 53% of people open direct mail advertising, whereas most email marketing firms target a 20% viewing rate.
Young people read direct mail!
Most businesses spend a lot of time and resources advertising to 18 to 35 years olds. As it turns out, according to national survey’s carried out in 2012(1), this core demographics actually prefers direct mail to email. This may come as surprise to some, but it shouldn’t!. Web users are becoming immune to spam and they’re finding it increasingly difficult to filter out the content they want from the content the need. As a result, advertisers are forced to invest time and money to develop new strategies and ideas to capture the attention of this core demographic of internet users.
Direct Mail ROI is high….really really high
American advertisers spend on average $160/person on direct mail for an ROI of $2,000 (2)… that works out to 1,300% return on investment. As it turns out, direct marketing is cheap and effective. Most mail carriers offer plans for as little $0.10/house per mail. Next time you pick up your mail, take note of how many promotional items you get and compare it to your email… If it didn’t work, would all these companies bother sending you “junk” mail?
Wealthy people respond to direct mail
If you want to make more money, start responding to your mail!, After all that’s what households earning $150,000 or more are doing!. The same 2011 USPS annual report that found 80% people scan through direct mail, also found that households with higher incomes are more likely to respond to direct mail. Figure 2 represents a graph of household incomes vs response rates. Hint: It may be a good idea to target your marketing campaign to a more affluent neighborhood.
Direct Mail is greener then you think
The paper industry gets a bad rap when it comes to the environment. It may surprise you to learn that 60% of the power used to produce paper comes from on-site renewable energy sources and that 70% of print advertising is made from recycled paper. The paper industry as a whole plants 3 trees for every 1 it cuts. Oh by the way, SPAM wastes 33 Billion kilowatt hours annually.
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