An imposing 74% of marketers agree that direct mail delivers the best RIO, response rate and conversion rates of all channels, according to 2023 The State of Direct Mail, a study by Lob, working with Comperemedia.
That may be why 58% are increasing their direct mail spend this year, with 16% significantly increasing it. Indeed, most firms devote up to 25% of their marketing budgets to direct mail.
But it does not stand alone. Of the firms polled, most use email along with direct mail — by a wide margin over other channels. They utilize:
Moreover, email and direct mail are often connected in the workplace. Responsibility for direct mail campaigns falls on:
In addition, use of automation for direct mail is highest when the email/digital team is in charge. The automation rates are:
That last point is critical, given that only 40% of marketers use a technology platform to execute direct-mail campaigns.
What’s more, 66% of direct-mail senders are unable to measure ROI, leading one to question whether snail mail really delivers the highest rate of all channels.
How do firms measure direct-mail ROI? Those that automate their direct mail track:
Except for Generic URL, for which the sides are tied, non-automated firms are far less likely to use these metrics.
Direct mail suffers from these challenges:
Predictably, retention campaigns are the most popular and effective: Companies use direct mail for:
Lob partnered with Comperemedia to survey 250 professionals who work in firms with +1,000 employees.