A direct mail campaign is a powerful tool to reach potential customers. Whether a postcard is sent to a house or to a list of potential customers, direct mail is a proven marketing strategy. A recent study shows that response rates from direct mail are steadily on the rise, exceeding those of other marketing channels. In fact, direct mail has a higher response rate than email, despite a slightly lower click-through rate.
Direct mail is still a powerful marketing channel, particularly for B2B marketers. Despite the advent of content marketing and social media, a majority of B2B companies still send catalogs and printed ads to prospective clients and leads. And the results are still good. According to a recent Gallup survey, 41% of US households open their mailbox every day.
Response rates are very important for a direct mail campaign. Response rates can range from as low as 4% to as high as 29% - the latter is considered a solid result. Of course, the response rate may fluctuate depending on the direct mail piece's target audience. For example, a postcard sent to 1,000 people would have a response rate of 4%. That means that 4% of those people who responded to the postcard would end up buying something.
Direct mail is an easy-to-read marketing medium. It doesn't contain long, complicated text and is much easier to understand than digital content. As a result, direct mail is more likely to be read by your audience.
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