The long-standing definition of direct marketing has all but been thrown out the window in recent years. Back in the 70s and 80s, most direct marketing was done via direct mail. Today, things are extraordinarily different with the rise of digital communications introducing social media, mobile, and online tools. Since creating an effective marketing strategy requires an investment in several of these tools, knowing the effectiveness of each one is important. Check out these statistics as you develop your company’s strategy.
- Direct mail has a better response rate than email – 25% vs 23%.
- Reality check: In a USPS poll, 64% of consumers said they valued the mail they received, but only 36% of business owners believed customers valued their mailing.
- The response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email.
- According to the Direct Marketing Association, typical response rates are 4.4% for direct mail (overall), 4.3% for catalogs and 3.4% for a direct mail letter.
- According to Print Media Center’s data, the print industry is made up of $640 billion with a projected increase of 50% on orders online by 2017.
- Saturday has the highest email click-through-rate (CTR) at over 9%. Sunday is second as just under 9%.
- During the fourth quarter of 2012, spam accounted for 71-80% of all emails sent globally.
- American companies send an average of 1.47 million emails per month.
- “Traditional offline marketing,” which includes direct mailers, was a $93.6 billion industry in 2012.
Source: CMOCouncil.org
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