In an increasingly digital age, some people may start to question the value that direct mail delivers over other, more modern forms of marketing. But as the data starts to trickle in, one thing has become increasingly clear… Direct mail is still king, and here’s the most concrete stats and studies to prove it.
Direct Mail Delivers the Most Responses
In a 2015 Direct Marketing Association (DMA) Response Rate Report study, the DMA looked at all forms of marketing and came to a startling conclusion. The DMA found that on average direct mail achieves higher response rates than all digital channels combined. This finding alone can be startling even for the most critical skeptic. But this in-depth analysis, since cited by both The Wall Street Journal (Online Lenders Rely on Old-School Marketing), and Adobe (Direct-Mail Marketing Isn’t Dead — It’s Immortal); breaks down multiple marketing channel response rates. A real eye-opener, this in-depth study reveals that direct mail can be more effective than digital counter-parts like email by more than 7x times!
Direct Mail Is Making More Impact
It’s no secret that mail feels more personal than digital; activating a multitude of different sensory inputs. So would it surprise you to find out that direct mail activates deeper memory and impact channels in the brain? In-fact it does. Recent studies have shown using MRI technology, that when digital ads are tested against their digital counterparts, certain areas of the brain become more activated than others. The initial study, was conducted by Milward Brown and Royal Mail (Using Neuroscience to Understand the Role of Direct Mail) in late 2009. Since that time, it and has been repeated by U.S. Postal Service in 2015 (Enhancing the Value of Mail: The Human Response), and again in Canada Post 2015 (A BIAS FOR ACTION: The neuroscience behind the response-driving power of direct mail), with almost identical results. These findings were also recently highlighted in an article by Forbes, “Paper Beats Digital In Many Ways, According To Neuroscience”.
Direct Mail Gets Opened
One of the most important things to accomplish in marketing is making sure people actual see your ads. Multiple studies are continuing to show that, unlike email and other forms of marketing, direct mail open rates are still incredibly high. A U.S Postal Service study (The Mail Moment) shows that roughly 98% of people bring in their mail daily and a 2015 InfoTrends study showed that 66% of mail gets opened and read. Compare that with overall average email open rates at roughly 16.3%, average Facebook CTR’s .05%-2.0%, average Google AdWords CTR’s 2%, and there’s a pretty startling difference.
If you are interested in seeing more incredible statistics about direct mail marketing, make sure to check out our previous article, “The Ultimate List of Direct Mail Facts & Statistics”. Otherwise be sure to follow us and like us on Facebook, LinkedIn, and Twitter to stay up to date on all direct mail marketing news!