Direct Mail: A Timeless Strategy

It’s okay to be skeptical about the efficiency of direct marketing, especially if you’ve never used it before. However, the Direct Marketing Association (DMA) discovered that direct mail lays claim to a 4.4% response rate while email marketing lags behind at 0.12%. That’s according to Yory Wurmser, the DMA’s director of marketing and media insights.

The delivery rate for direct mail is nearly 95% compared to email marketing at less than 50%. A higher delivery rate means a better chance to achieve a higher response rate.

People are bombarded with emails from marketers. Direct mail isn’t as cluttered, and even when a person receives multiple marketing pieces in the mail, it’s possible to make the envelope intriguing enough to open. In the digital world, all you have is a subject line.

With digital marketing, you’re relying on ever-evolving algorithms to determine whether your ad even reaches your target market. Direct mail is the only strategy that doesn’t rely on an evolving computer-generated algorithm to get your message in front of your target market. -Target Marketing Magazine, 2018