After all, the former involves sending unsolicited mail to someone’s house or office, while the latter is based on drawing them in with content and only following up with qualified leads.īut when used the right way, direct mail has a place in the inbound process. You might assume direct mail and inbound are inherently at odds. How much does a direct mail campaign cost?ĭirect mail campaigns cost between €0.20 - €20.00 per recipient depending on the medium, design costs, distribution, and so on. Oversized envelopes have the highest response rate (5%), followed by postcards (4.25%), dimensional mail, or anything more than 0.75 inches thick (4%) and catalogs (3.9%). In 2019, direct mail received a 5.3% response rate for house lists and 2.9% for prospect lists.
What is the average response rate for a direct mail campaign? On the flip side, email still offers better ROI than direct mail (probably because it’s far cheaper to send in bulk).Īverage email ROI is €28.50 compared to €7 for direct mail. When’s the last time you were jazzed about checking your inbox? It has an “emotional connection” plus, there’s the excitement of seeing if you got anything good. In contrast, six in 10 people enjoy checking their physical mailbox. People received 121 emails per day on average, meaning you have to work incredibly hard to cut through the noise and win a response. According to the same study, 25% find it “more trustworthy.”īuyers are currently bombarded with emails. Marketing services firm Epsilon found half of Americans prefer direct mail over email. The Direct Marketing Association found direct mail’s response rate is 4.4% - compared to 0.12% for email. Although direct mail’s response rate has dropped over time, it’s still a valuable tool for marketers and salespeople. It’s used in both B2C and B2B selling, although more commonly with consumers.Įverything old is new again. to your prospects and/or current customers. Direct mail is a marketing strategy that involves sending a physical letter, package, mailer, brochure, postcard, etc.
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