Even in a world that is rapidly becoming more digital, the importance of direct mailing should not be overlooked. Not only is direct mailing more likely to be noticed by the recipient, but—due to the benefits of having a tangible piece of paper—it is also much more likely to be remembered.
Countless businesses make the decision to conduct a direct mailing campaign every year. However, as you would find with any marketing campaign, quantifying the exact impact that direct mail has on your bottom line can sometimes be quite difficult. How many new customers can be attributed to your direct mailing campaign? Is this more or less than you initially expected?
In order to reasonably estimate the value of a direct mailing campaign, it will be important to take a closer look at the statistics. In this article, we will discuss ten direct mailer stats and facts that will shock you. By understanding the impact that a direct mail campaign can have, you will be able to decide whether or not this makes sense for your business.
- Americans Receive 121.2 Billion Pieces of Mail Each Year
Despite the increased popularity of digital communications, Americans still receive more than 120 billion pieces of mail every year (reported in 2016). When this volume of mail is divided across the entire country, this means the average person is receiving more than one item of mail per day. Clearly, the mailing industry is still performing quite well—these numbers are expected to remain stable into the foreseeable future.
- Three in Four People Read their Direct Mail
Contrary to what you might initially assume, most people actually pay a decent amount of attention to marketing materials they receive in the mail. In fact, according to data published by the United States Postal Service (USPS), an estimated 75 percent of households “read, scan, or read some of their direct mail advertising materials.” This means direct mailing makes it possible to actually get your message across.
- It Cost $49.20 to Receive a Response
In order to succeed as a business owner, you will need to be able to earn more from each customer than it costs to advertise to them. According to a thorough study from ANA/DMA in 2018, the average cost for a direct mailing response is $49.20. If direct mailing can open up a relationship where your business earns hundreds of dollars from the respondent over time, then the initial campaign will be financially justified.
- Direct Mailing is the Most Effective Method for Influencing Baby Boomers
If your target audience was born between the years 1946 and 1964, then a direct mailing campaign may be even more effective. In fact, based on recent surveys, baby boomers consider direct mailing materials to be even more influential than recommendations from their friends. More than 30 percent of baby boomers who were surveyed claimed direct mailing materials influenced a purchase they’ve made in the past six months. Search engine ads, on the other hand, influenced less than 10 percent of those surveyed.
- Direct Mailing has a Higher Trust Rate than Social Media
Naturally, if you want your marketing efforts to be effective, you will need to conduct them through an outlet people trust. When surveyed, a remarkable 76 percent of all people said they trust ads and catalogs they receive in the mail. Only print ads (82 percent) and TV ads (80 percent) yielded higher scores. On the other hand, online pop-ups (25 percent), search engine ads (61 percent), and ads embedded in social media (43 percent) were all notably less trustworthy.
- 81 percent of Businesses Plan to Keep or Increase Direct Mailing Efforts
When asked about their direct mailing efforts, more than four in five businesses said they plan to either keep conducting their current campaigns or even expand these campaigns in the future. This suggests that businesses who have conducted these campaigns are actually getting the results they’ve been hoping for.
- Letter Sized Envelopes Produce a 15.1 percent Response Rate
While most of the stats in this article discuss direct mailing in general, it is also important to take a closer look and dissect these stats by category. When compared to other sized envelopes, the standard letter sized envelope has been proven to yield the greatest results—more than 15 percent of all recipients responded in some way (according to ANA/DMA). If you’re mailing invoices, be sure to check with your statement printing and mailing company to see if you can add in a direct mail flyer.
- Tangible Ads are Easier to Remember
If your business is hoping to effectively establish its brand, you will need to create ads that are easy to remember. Due to the experience an individual has when holding a tangible letter in their hands, direct mail can create a cognitive attachment that digital ads simply cannot. In fact, according to a recent report, direct mail “Involves more emotional processing, which is important for memory and brand associations.”
- Tangible Ads are more Emotionally Appealing
Having a tangible ad also makes it easier to create a lasting, emotional connection with prospective customers. While digital ads are largely ignored, tangible ads feel much more real in a way that makes it easier for them to be “internalized.” This will be especially important when it is time for your customers to make a final purchasing decision.
- 41 percent of People Look Forward to Checking their Mail
According to a Gallup Poll conducted in 2015, more than four out of ten Americans look forward to checking their mail on a daily basis. This means that when someone receives a piece of direct mail, they are likely already in a good mood. Similarly—and perhaps more importantly—this also shows that direct mailers have not “overwhelmed” their target audiences. Unsurprisingly, stats such as these are inspiring businesses across all industries to begin conducting a campaign of their own.
Conclusion
Contrary to what you may have initially assumed, the direct mailing industry is currently thriving. These statistics all show something top marketers have known for a long time—if you want to establish a strong relationship with a customer, you will need to create some sort of tangible connection. When compared to other options, direct mailing is one of the most financially effective methods for doing this.