Direct mail is often dismissed as an outdated marketing channel, but the numbers tell a different story. Direct mail has a higher response rate and LTV (lifetime value) than any other channel, and it remains a consistent driver of revenue for brands and nonprofits alike.
So what makes direct mail so effective? Here are a few reasons:
Our Path2Response team has over 30 years of experience and we understand the effectiveness of using direct mail as a channel. Recently, Winterberry Group, a strategic management consultancy specializing in the intersecting disciplines of advertising, marketing, data, technology, and commerce, spearheaded a whitepaper that addressed the fact that US marketers will invest more than $39 billion in direct mail this year. This figure represents a significant increase from previous years and is driven by a number of factors, including:
Maria Youth was honored to be included in the Winterberry Group report on the state of direct mail titled: Delivering Performance: Direct Mail in the United States 2023. This whitepaper is based on extensive research with hundreds of agency and marketing stakeholders and provides an insider view on the nearly $40 billion direct marketing channel for anyone considering direct mail as part of their media mix.
In today’s digital world, direct mail can (and should) be used as part of an omnichannel marketing strategy. For example, you could send a direct mail piece to a lead that was generated online. This would help to keep your brand top of mind and encourage them to take the next step.
Bottom Line: Direct mail is STILL one of the most powerful performance marketing channels (we may be biased, but we think it’s possibly even the best!) that can help you reach your target audience, generate leads, and drive sales. If you’re not using direct mail, you’re missing out on a valuable opportunity to connect with your customers and grow your business.
Direct mail is an effective and powerful marketing tool, but it can be costly and a waste of time if you make mistakes. By understanding the basic structure of developing winning campaigns, you can create a successful direct mail campaign that reaches your target audience and drives results. Looking for high-value, in-market consumers? Let’s connect!