According to the Direct Marketing Association (DMA) Response Rate Report, direct mail is reaching customers better than all digital channels combined. It beats them by nearly 600%. The first outstanding news is that direct mail response rates achieved a 5.3% response rate to house lists and a 2.9% response to prospect lists. These response rates are the highest the DMA has tracked since 2003.
Ranked highest to lowest, here are the rates reported achieved by other mediums:
- Online Display (0.9%)
- Email (0.6% house/.3% prospect)
- Social Media (0.6%)
- Paid Search (0.5%)
If you’re wondering why these response rates were well ahead of digital tactics, (no other tactic even reached 1%), we firmly believe that one of the biggest factors in reaching customers is the tactile nature of direct mail. Or put simply the “touch” factor.
Why is touch so important to us? According to Psychology Today, touch is the first sense we acquire and the secret weapon in many a successful relationship. Touching is a form of nonverbal communication. A DePauw University study showed that we come equipped with an ability to send and receive emotional signals solely just through touching. (1)
Often ignored when we talk about our senses, touch is a fundamental part of our daily experience, influencing what we buy, who we love and even how we heal. We use this sense to gather information about our surroundings and as a means of establishing trust and social bonds with other people.
Why Direct Mail is Reaching Customers
Direct Mail is literally ‘touched’ by your customers and prospects.
Direct Mail is tactile, and this substance gives the recipient a brief respite to enjoy a one-on-one moment with a tangible item. A well-conceived piece of direct mail engages us both visually and mentally.
How cool is it to receive something you ordered and anticipate its physical arrival in your mailbox?
How much fun to get a magazine or a catalog to “shop?” Certainly an alternative to paid programming.
In addition to its sensual appeal, direct mail is effective for other reasons:
- As more businesses rely only on email or text, the mailbox is becoming less crowded. That means your direct mail piece has less competition.
- Ever seen an opt-out link on an email? Ever wonder if SPAM laws applied to direct mail? Here’s the good news – the answer is “no.” So when you send a piece of direct mail, you know it’s getting to the recipient.
- Readily available, vetted mailing lists ensure targeted mailings. You can purchase email lists but beware the SPAM act, not to mention minimal response rates to a purchased list.
Yes, the cost of digital marketing makes it a tactic that is always under consideration but doesn’t overlook direct mail. It appeals to our sense of touch; creates a bond and communicates a nonverbal message. One that other marketing mediums are simply unable to do.
So, if you want to reach customers and form a relationship with them, consider using direct mail.
Call us. We can show you how direct mail can work for you.