Sunday, July 1, 2012

Direct Mail Response Rates Down, But Much Better Than Digital Channels.

Direct mail response rates may have dropped significantly in the past decade, but mail campaigns still are more effective than digital channels, according to the Direct Marketing Association’s 2012 Response Rate Report.

Although direct mail response rates dropped nearly 25% in the past decade, mail campaigns still hold a significant edge over digital channels according to the Direct Marketing Association’s 2012 Response Rate Report.

Response rates for direct mail to an existing customer average 3.4%, compared with 0.12% for email, according to the report. Costs are also higher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.
 

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