We all know what ROI is. It’s how much return you get from the investment you make. And this investment doesn’t have to be money; it can be time and resources as well.
Now, think about how much you invest in marketing and community engagement. This might be posters, infographics, ads, and any other marketing material you create. It adds up to a lot, right?
Well, when it comes to ROI, some channels are just more effective than others. Knowing the effectiveness of each channel puts you in control and allows you to save money, time, and stress, and gets your business one step closer to higher engagement and success.
For example, did you know that one channel has an open/read rate of 42%? Or that recipients of content sent via this channel purchase 28% more items and spend 28% more than those who do not?
It’s direct mail. That’s right — direct mail. The kind you pack up in an envelope and send through the postage. And although it seems outdated or old school, it not only works, but it also outperforms so many other channels.
This is why you should be using it in your marketing strategy, and it should be at the top of your marketing strategy. Don’t believe us still? Here are nine more statistics about direct mail that you should know.
41% of direct mail recipients look forward to checking their mailboxes each day. Sending mail will allow your clients to have something to look forward to, and they’ll pair that good feeling with seeing your content. (Source: Gallup)
Sometimes email or texts get a little overwhelming. And other forms of marketing can be put in front of people with too little time to read. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want. (Source: Epsilon)
Direct mail offers a 29% return on investment, one of the highest compared to other channels. It’s the one channel that performs on the daily. (Source: Marketing Charts)
Consumers aged 45-54 are the demographic group most likely to respond to direct mail pieces. When you make your marketing strategy, you’ll want to pinpoint those clients the most. (Source: Data & Marketing Association)
80–90% of direct mail gets opened, while only 20–30% of email does, which means if you’re tirelessly sending emails that aren’t working, then maybe it’s time to move back and redefine your plans. (Source: United States Postal Service)
Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of those who receive direct mail. This is because you can really personalize your mail and make it pop with colors and text. (Source: Marketing Profs)
Direct mail requires 21% less cognitive effort to process than email. This means it’s easier for your customers to read and interact with, which translates to them wanting to interact with you elsewhere. (Source: Ipsos/Canada Post)
Brand recall is 70% higher for consumers exposed to direct mail ads than to digital ads, so if you want to really get a high ROI, create an ad that sends your message directly and is straight to the point. (Source: Ipsos/Canada Post)
Connecting with millennials can be hard. Some love one channel, while others love another. But 30% of millennials say that direct mail is more effective at getting them to take action compared to 24% who say the same of email. So if you want to make your strategy connect to millennials, put direct mail at the top and then email after. (Source: Direct Marketing News)
PMI Is Here to Help
Think direct mail is a marketing rock star? We do, too! Talk to us today about creating your next direct mail campaign and making a marketing strategy that pairs well and performs even better.
Editor’s note: Thanks to Small Business Genius for compiling many of the stats cited here. https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref