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Wait! Direct Mail Ain’t Dead?!

April 16, 2019

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Wow! Did you know that Direct Mail ties with social media as the second most used medium?

 

According to the DMA’s recently-released research in “Response Rate Report: Performance and Cost Metrics Across Direct Media,” direct mail is used by 57% of surveyed marketers — matching social media adoption — and is up compared to last year.

 

Say what?!

 

Direct Mail is used by 57% of surveyed marketers — matching social media adoption — and is up compared to last year.

 

What’s also interesting is that participants continue to forecast a decrease in direct mail usage in the next year (19% say this is true for them), but in looking at past reports, they’ve been saying that for a long time.

It hasn’t happened, at least not within the surveyed group.

 

Direct Mail Response Rates

 

Echoing prior years, Direct Mail continues to produce the best response rate of any medium. Boom!

While it seems hard to believe, response rates for both house lists (9 percent) and prospect lists (4.9 percent) nearly doubled in 2018.

 

You read that right. What in the heck?

 

Response rates for both house lists (9 percent) and prospect lists (4.9 percent) nearly doubled in 2018.

If you don’t believe me, here’s the response rate chart for the past 15 years (because charts always make things more official, right?):

Direct Mail Response Rates 2003 – 2018

 

That said, Direct Mail continues to have the highest CPA of any medium.

 

However, don’t despair just yet. In this year’s study, the ROI of Direct Mail increased by 12 percentage points and exceeded that of online display.

You read that right. Direct Mail ROI is better than that of online display.

 

Sorry, Google.

 

Other Direct Mail Facts