5 Direct Mail Statistics to Get You Thinking
When it comes to making the case to a customer — be it a current customer you’re trying to earn a greater share of business from, or a new customer you’re trying to win — for why print is the right marketing medium for their campaign, it can be tough to compare to digital channels. After all, print doesn’t come with click counts, or view times, or number of visitors who pick it up like a digital platform offers. But that doesn’t mean there aren’t compelling numbers that can help make your case.
Here are a few choice stats about direct mail that will not only get you thinking about new ways to use this age-old marketing channel, but also demonstrate to your customers why it’s not as obsolete as they might want to believe in a world filled with screens and interactive experiences.
- According to Gallup, 41% of Americans look forward to checking their mail every day. And while you might think that number skews older, 38% of people under 30 report excitement at getting something in the mail with their name on it. Going a step further and creating eye-catching and unique pieces that really get them talking will just increase that excitement to see what will come next.
- The Data & Marketing Association notes that while direct mail generally gets high response rates compared to digital platforms, postcards, in particular, tend to do the best, at 4.25%. Dimensional mailers also do well at 4% response rates, while catalogs tend to get around a 3.9% response rate. The average response rate for direct mail in letter-sized envelopes is the lowest at only 3.5% — but that is still higher than the fractions of percentage points that many digital-only campaigns have come to settle for.
- Americans like hearing from brands in the mail too — Epsilon found that 6 in 10 consumers report that they enjoy getting a catalog in the mail from brands they follow to learn about new products.
- And that direct mail does, in fact, translate into digital clicks at least some of the time. The United States Postal Service reports that 60% of recipients of a catalog will go on to visit the website of the brand who mailed it. While a majority of consumers find it easier to browse and ultimately shop online, that catalog in the mail can be the spark that leads them back to the brand.
- Finally, the United States Postal Service also found that those who start their purchasing journey with direct mail will spend 28% more than those who connect with the brand on digital platforms alone.
If these statistics are getting you excited about the possibilities for adding — or expanding — your direct mail services, PRINTING United Expo is a great place to talk to hardware and software vendors on the options that will best fit your customer base. HP Indigo and Pagewide (Booth C4256), Rollem International (Booth N503), InfoSeal (Booth N1813), The Magnet Group (Booth N1774), and Univenture/EnvyPak (Booth N2366) have a range of hardware, software, and substrates that can help you make the most out of the direct mail opportunity.
And of course, don’t forget to stop by the Mailing & Shipping Pavilion (Booth N2347) sponsored by Pitney Bowes (Booth N2343). The pavilion is comprised of mailing and shipping partners and associations focused on education and networking. Stop by to chat with organizations including Mailing Systems Technology, NAPM, EMA, and IPMA.