Many years ago, the predicted demise of direct mail captured marketing headlines everywhere. As a result, the downturn in direct mail volumes between 2006 and 2008 when other forms of customer engagement captured people’s attention and budgets during the economic slump surprised no one. The downturn was short-lived, however, as statistics show the volume of direct mail has stayed stable or increased each year since 2009. The United States Postal Service reports that Standard A mail volumes rose in fiscal year 2013 by 1.16 billion pieces to 80.96 billion pieces or 1.5%. This is in stark contrast to the continued decline of First Class mail which declined by 4.2% to 66.7 billion pieces in the same time period.
Direct mail is still trending up because it works. Why does it work? Take a look at these statistics recently published by Digital Marketing Ramblings.
- 39% of customers say they try a business for the first time because of direct mail advertising.
- Direct mail marketing yields an average of a 13-to-1 return on investment ratio.
- Direct mail brings in 78% of donations for non-profit organizations.
- Since 2004, direct mail marketing response rates have increased by 14%.
- 44% of customers visit a brand’s website after receiving a direct mail piece.
- Direct mail pieces are save-able. 48% of people save mail for future reference.
If you’ve been considering a marketing campaign, make direct mail part of your strategy. Combine it with a well-designed and personalized print piece that has an effective message and you will be pleased with your return on investment.