There are some people out there who think that direct mail marketing has no place in the digital world we’re now living in. That it’s outdated and antiquated – a relic of an era that has long since ended in favor of the “flashier” and “more immediate” techniques of the modern day.

Those people, as it turns out, would be wrong.

Recent studies have concluded what many people out there already knew: not only is direct mail still incredibly effective, but it’s actually getting MORE valuable as time goes on.

Direct Mail Marketing Continues to Shine

One of the most important trends to be aware of when it comes to direct mail marketing has to do with the fact that average campaign response rates have actually been steadily climbing over the last several years. In fact, statistics reveal that direct mail’s response rate to house files nearly doubled to 9% in 2018, from 5.1% just a few years prior in 2015, and in particular direct mail postcards have the greatest average response at 12% over other direct mail mediums.

A large part of this has to do with the fact that direct mail is regularly seen as the most trusted form of marketing by consumers, which is especially critical when they’re making a purchasing decision. Major digital channels may be more “convenient” in a short-term sense, but they’re also increasingly bogged down by spam and other types of questionable content. This, coupled with the fact that you don’t have to worry about a data breach with direct mail, have created something of a perfect storm as far as effectiveness is concerned.

Likewise, companies have shown that they’re more than capable of leveraging customer data in their direct mail campaigns to higher degrees than ever before. Personalization not only helps to immediately establish a rich emotional connection to someone, but it can also make your messaging even more specific (and thus, effective). Marketers have used direct mail data to test different mail formats, send better and more relevant offers, and more.

In the end, one thing is overwhelmingly clear. Not only is direct mail just as effective as it ever was, but it’s actually getting MORE beneficial to your average brand as time goes on. For these reasons, if you’re not already making use of direct mail across your marketing channels, now would be an excellent time to start.

If you’d like to find out more information about these and other recent direct mail statistics, or if you just have additional questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.

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