As technology progresses, businesses have to adapt their marketing to the changing climate. Counter-intuitively, sometimes the oldest marketing channels produce the best results. Some believe that direct mail marketing is over saturated with non-targeted spam mail, causing consumers to overlook or distrust the promotional materials that arrive in their mailboxes. The fact is that while the total volume of direct mail decreases, smart marketers are spending more on this channel because of the sky-high conversion rates that it produces. Here are some key statistics that prove direct mail marketing is thriving!
“79% of households say they read or scan direct mail ads.” Source: USPS Certified Direct Mail Professional (CDMP) program, as cited by Design Distributors
In comparison to email, direct mail open rates are far higher. Because it costs nothing for businesses to market via email, consumers’ emails are crammed with promotional messages on a daily basis, so much so that they can hardly distinguish important emails from spam. As a result, consumers are scanning over their inboxes and deleting huge amounts of emails without even reading them. According to Marketing Sherpa, when consumers do open their emails, the average read time is around 15-20 seconds! For contrast, consider this next statistic released by the USPS:
“Consumers spend an average of 30 minutes reading their mail” (USPS)
To further supplement this statistic, USPS revealed that 98% of consumers bring in their mail the day it arrives. That means direct mail gives your message a strong advantage—people bring it in, open it, and actually read it the day it arrives, boosting your chance of catching their attention. While this is all great news, getting your marketing opened and read is just half the battle. I’m sure you’re now wondering, does direct mail actually convert recipients into paying customers? According to InfoTrends, the leading worldwide market research and strategic consulting firm, the answer is yes!
“Over 40% of consumers have made a purchase in the last three months because of a piece of direct mail they received.” (InfoTrends)
It’s true, direct mail consistently drives consumer action, and often more reliably than digital. It works across generations. According to USPS research, 62% of Baby Boomers read direct mail they receive, and 68% of Millennials say they “regularly” read or scan it. Even more telling: direct mail response rates for house lists average 9%, compared to 1% or less for email (ANA/DMA Response Rate Report).
The takeaway? People still read mail—and act on it. When you target your message well and design it intentionally, it’s far more likely to land in their hands and actually make an impact.
If these statistics tell us anything, it’s that NOW is the time to utilize direct mail in your marketing. While many are inclined to focus their efforts on digital marketing channels, consumers have clearly expressed their preference for mail. Mail volume is in decline and is, therefore, less saturated by marketing pieces — Email and other digital channels, on the other hand, are headed in the opposite direction. That’s why consumers trust direct mail and respond to it!
Keep checking up on our blog for more marketing wisdom. Successful direct mail marketing is all about creativity, targeting, and personalization; let the experts help you craft your next campaign and see just how powerful direct mail can be! Call 1-800-992-9663 to speak with your Plum Marketing Advisor and start the campaign that will transform your business.
Don’t stop here—if you’re serious about using direct mail to drive conversions, see why tracking the right metrics makes all the difference, and dive into more expert tips in our Direct Mail Marketing category.
