Direct mail marketing has been a tried and true marketing tactic for decades. With the rise of digital marketing, some may think that direct mail has lost its effectiveness. However, statistics show that direct mail still plays a significant role in the marketing mix.
Direct Mail Stats: Market & Trends
Another study by the USPS found that 81% of recipients read or at least scan their mail daily.
In a survey by the DMA, 59% of respondents said they enjoy receiving mail from brands about new products.
According to a report by the Winterberry Group, direct mail spending is projected to increase by 5.8% in 2021.
In a survey by Compu-Mail, 70% of Americans said they find mail to be more personal than email.
According to a report by the USPS, 92% of Millennials are influenced to make a purchase after receiving direct mail.
An InfoTrends study found that 84% of respondents said personalization made them more likely to open a direct mail piece.
A survey by USPS found that 70% of Americans believe direct mail to be more trustworthy than digital marketing.
Direct Mail Stats: Performance & ROI
According to a study by the Data & Marketing Association, the response rate for direct mail is 5.3%, compared to 0.6% for email and 0.9% for paid search.
The average response rate for direct mail campaigns targeting previous customers is 9%, according to a report by the Direct Marketing Association.
The Direct Marketing Association report also found that the response rate for direct mail targeting prospects is 5%.
The response rate for oversized envelopes is 5%, compared to 3.5% for letter-sized envelopes, according to the DMA.
The average ROI for direct mail is $15-$17 for every $1 spent, according to the Data & Marketing Association.
Another survey by the USPS found that 60% of direct mail recipients were influenced to visit a promoted website.
According to a report by the DMA, direct mail has a median response rate of 9% for house lists and 4.9% for prospect lists.
Direct mail campaigns targeting specific groups of people can see response rates as high as 20%, according to a study by the USPS.
The average open rate for direct mail is 42%, according to a study by the Direct Marketing Association.
The Direct Marketing Association study also found that the average response rate for direct mail campaigns is 4.4%.
Direct mail has a higher response rate among Baby Boomers (9.6%) than Millennials (5.1%), according to a study by the DMA.
Personalized direct mail can generate up to 29% higher response rates, according to a study by InfoTrends.
The response rate for direct mail is 10-30 times higher than that of digital advertising, according to a study by the Direct Marketing Association.
Direct Mail Statistics: Summary
Direct mail is still a highly effective marketing tactic. With a higher response rate and ROI than digital advertising, it's no wonder that direct mail is projected to increase in spending in the coming years. By targeting specific groups of people and personalizing content, businesses can expect even higher response rates from their direct mail campaigns.
For more Direct Mail benchmarks, statistics and insights please visit our dedicated Offline Advertising Benchmarks section.
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