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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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