Therefore, not only does direct mail provide direct responses, it opens the door for further engagement online, which can lead to a conversion. 86% have connected with a business online.87% have been influenced to make online purchases.92% have been driven to online or digital activity.By Q2 2020, this figure had soared to 96%." So contrary to some views, direct mail is increasing in effectiveness.įurther, the DMA reports as a direct result of receiving mail: In a recent JICMAIL report, "in Q2 of nsumers engaged with 91% of all Direct Mail. The DMA research shows a 9% average response rate for direct mail campaigns.
DIRECT MAIL RESPONSE RATES 2020 DRIVER
The car (Fiesta vs Ferrari), driver (my Mum vs The STIG), road (bumpy lane VS Le Mans), etc., all significantly impact the result! This blog aims to give an overview of what you should expect to receive from direct mail and how you can enhance your direct mail response rates. In broad terms, it's a bit like asking, "how fast can a car go?". Many factors influence your response, including your industry, target audience, budget, artwork, frequency, quantity, and so much more.
The survey, based on responses from 481 companies, was conducted in April.'What is the response rate from direct mail campaigns?' is undoubtedly the question our sales consultants are asked the most. Sample sizes were too small to measure direct response television or mobile marketing response rates, the DMA said. The ROI was 6.8%.įor online display ads, direct action per click rates averaged 2.51% and clickthrough rates ranged between 0.033% and 0.018%. The cost per click on average was $3.05 50% of respondents used paid search for direct sales and 46% for lead generation. The costs per contacts were $10.09 for cross-selling and upselling and $15.64 for prospect calling, while the ROI was 6.5% for campaigns to house files and 1% to prospects.Īccording to the study, paid search ads averaged a 3.88% click rate and a conversion per click rate of 5.8%. Telemarketing registered highest response rates in the survey with 12.85% for cross selling and 8.21% for prospecting. Conversion rates per click were 1.5% for a house list and 0.4% for a prospect list.įinancial services emails had open rates of more than 30%, followed by publishing and media with an average of 14.9% each, and apparel, with an average rate of 14.7%. In 2003, the average house file mailing response rate was 4.37% and 2.14% for prospecting.Įmail to house files had average open rate of 22.05% for a house list, while prospecting email campaigned showed an 11.43% open rate. Overall, direct mail response rates have fallen 25% over the past nine years, the report said. The cost per thousand of business-to-consumer letter mailings was $556 while business-to-business was $919. 26% response when sent to house lists and 0.94% to prospect lists postcards got a 2.47% response rates to house lists, and 1.12% to prospects. Letter-sized mail to prospects got a response rate of 1.28%, while oversized direct mail to house lists got 3.95% response rate, 1.44% to prospect lists. But email’s ROI was 28.5% compared to 7% for direct mail.
Direct mail may generate the highest response rates of all direct marketing vehicles, but email posts the highest return on investment, according to the Direct Marketing Association’s annual response rate report.Īccording to the study, response rates for letter-sized direct mail sent to house files was 3.4%, more than 30 times the 0.12% response rate for email.
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