The 2 great reasons to use direct mail are….2%.
That’s the average response rate of a direct mail campaign. This is according to the Direct Mail Association (DMA), who know a thing or two about direct mail campaigns.
The 98 reasons why you can’t rely on direct mail is the inverse of the 2% which is a whopping great 98% failure rate!
I hear you asking what business would be happy with a 98% failure rate. Well the vast majority of companies in the UK
Time and time again marketing departments churn out direct mail campaigns and get their 2% response rate - of course many don’t even achieve this. Add a good creative and maybe crank it up to a 4% or even a 5% response rate. Companies win awards for such response rates …but even at 5% it’s still a 95% failure rate.
So how can you increase response rates?
Add a digital channel to the traditional mail channel. With cross media, response rates of 35% and higher can be achieved.
Interestingly if you only use email as your channel to market you again limit your response. The key is to mix traditional and digital.
If you want to know more about the type of responses companies get when they use cross media to deliver their marketing message then contact me
Many thanks (and a big nod) to my good friend Kevin O’Donnell of Xerox for his inspiration and more!
Great info, Graeme.
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