According to the Direct Marketing Association in the recently released 2012 Response Rate Report, direct mail response rates have dropped nearly 25% over the past nine years. Even so, mail campaigns draw a better overall response than digital channels. For instance, response rates for direct mail to an existing customer average 3.40%, compared with 0.12% for email, which is roughly a 30-fold difference. Costs are also higher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.
Response By Selected Media
Prospect or Total
Direct mail (letter size)
Source: DMA Response Rate Report, July 2012
Yory Wurmser, DMA’s director of marketing and media insights, says “... even though direct mail is less effective in driving response than... a decade ago... still is among the best media for generating overall response... likely continued... in the marketing mix, even as... digital channels... gain budget share...”
Other important findings include:
For additional information from the DMA Response Rate Report, please visit here.