Direct mail marketing is still considered outdated due to the fact that it uses “snail mail”, but direct mail success statistics remain indisputable. Direct mail can be one tool in a well-rounded business marketing plan. It can help you reach a wider audience. It may also be preferred depending on the target market.
Direct mail statistics
The largest share of U.S. advertising spend comes from direct mail.
According to Mail Shark, direct mail spending reached $38.5 billion in 2018 for local advertising.
This was the largest share of local advertising budget.
U.S. U.S. advertisers spend on average $167 per person for direct mail
According to Small Business Trends 2017 data, direct mail costs advertisers $167 per person. This figure is quite high when compared to other advertising channels such as email. However, the data showed that the average return on investment was $2,095 for good sales — an amount of approximately 1,300 span>
70% consumers believe direct mail is more personal that online interactions
According to the same Small Business Trends report, 70% of consumers believe that direct mail is more personal and intimate than online interactions. When analyzing your target customers, consider their preferences for information and the channels they use most.
54% consumers want direct mail from brands they like
More than half of consumers would like direct mail from brands they are interested in.
This will allow you to segment your contacts and identify your most engaged audiences.
Open rates for direct mail can reach as high as 90%
According to 2018, data, the open rate for direct mail could reach as high as 90%.
Comparatively, email opens at 20%-30%
42% recipients scan or read the direct mail they get
Many recipients, 42% according Small Business Trends data, read or scan the information in direct mail.
The response rate for direct mail pieces is 3.7%
Although this may seem low, it is still significantly higher than the 2% mobile rate and the 1% email and social media rates.
Adding a personal name to your direct mail can increase response rate by 135%
Instead of addressing direct mail to anonymous “current residents”, make an effort to personalize your recipients list. According to Mail Shark data, this can increase response rates up to 135%.
62% Of consumers who received direct mail responded made a purchase
Small Business Trends data showed that 62% of those who received direct mail from small businesses made a purchase. This figure was calculated based on mail received within the past three months since consumers were surveyed.
39% consumers have tried a business for their first time through direct mail
Similar to the outreach, 44% of direct mail recipients visit brand websites based on this outreach according to U.S. Data Corporation
More data for small businesses from NerdWallet
This article was originally published on Fundera, a subsidiary to NerdWallet.