Direct Mail Delivers Results
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% for house lists – double 2017 rates
4.9% for prospect lists— 67% increase over 2017
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% of Millennials think direct mail advertising is reliable
87% of Millennials like receiving direct mail
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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