Direct Mail Delivers Results
2018 DIRECT MAIL RESPONSE RATES
2018 had the highest response rates since 2003
(when DMA began annual tracking)
Compared to other marketing channels:
1% email
1% paid search
0.3% online display
1% social media
9
9% for house lists – double 2017 rates
4.9
4.9% for prospect lists— 67% increase over 2017
18.4
Average response rate for direct mail sent to previous customers is 18.4%
Millennials
& Direct Mail Marketing
The response rate for direct mail among people aged 18-21 years old is 12.4%
90
90% of Millennials think direct mail advertising is reliable
87
87% of Millennials like receiving direct mail
57
57% have made purchases based on direct mail offers
Integrated Campaigns
Drive Better Results
135%
Adding a person’s name and full color in the direct mail campaign can increase response rate by 135%
28%
Direct mail with digital ads yields 28% higher conversion rate
118%
Marketing campaigns that used direct mail and one or more digital media experienced 118% lift in response rate
60%
60% of Millennials expect consistent brand experiences across channels
20%
Direct mail boosted ROI by 20% when it was part of an integrated campaign
Sources: DMA, inkit.io, USPS Marketer’s Guide
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