Direct mail response rates 2020 driver#

Therefore, not only does direct mail provide direct responses, it opens the door for further engagement online, which can lead to a conversion. 86% have connected with a business online.87% have been influenced to make online purchases.92% have been driven to online or digital activity.By Q2 2020, this figure had soared to 96%.' So contrary to some views, direct mail is increasing in effectiveness.įurther, the DMA reports as a direct result of receiving mail: In a recent JICMAIL report, 'in Q2 of nsumers engaged with 91% of all Direct Mail. The DMA research shows a 9% average response rate for direct mail campaigns.

Direct mail response rates 2020 driver#

The car (Fiesta vs Ferrari), driver (my Mum vs The STIG), road (bumpy lane VS Le Mans), etc., all significantly impact the result! This blog aims to give an overview of what you should expect to receive from direct mail and how you can enhance your direct mail response rates. In broad terms, it's a bit like asking, 'how fast can a car go?'.

Many factors influence your response, including your industry, target audience, budget, artwork, frequency, quantity, and so much more. The study also dug into how best direct mail can represent a brand, with respondents preferring dimensional and oversized postcards, while 64% of marketers were planning to retain or increase their direct mail budgets in the future.'What is the response rate from direct mail campaigns?' is undoubtedly the question our sales consultants are asked the most. Return on investment increased dramatically when direct mail was included as a channel, jumping from 48% to 66%, while response rates also benefitted from direct mail as part of the mix (shifting from 65% to 77%). When used as part of omnichannel marketing, direct mail scores remarkably high in improving overall campaign performance, with 84% of respondents reporting better results. Meanwhile, non-targeted direct mail made the greatest gains of any channel, improving by eight percentage points from 2019 to reach 69%. Belgians are big fans of direct mail, according to a 2020 Paper Reach survey, with a direct mail open rate of 79%, pushing a third to take action online. In Switzerland, a 2020 report by Swiss Post found 57% of respondents felt motivated to purchase after receiving targeted direct mail, as opposed to just 22% for social media ads.ĭirect mail, though, really comes into its own when used as part of a multiple channel or omnichannel marketing campaign. The 2020 State of Multichannel Marketing Report, produced by marketing technology company PFL in conjunction with Demand Metric, surveyed 600 marketers on the efficacy of multichannel marketing, finding that the best channel for reaching target audiences was personalised direct mail – 82% of respondents found this kind of targeted direct mail to be effective or very effective, a 4% increase over the previous year. In Germany, the Dialogmarketing-Monitor 2020 reported that use of targeted direct mail for existing customers rose 32% year on year 2019-2020, while a 2020 French study by Le Groups La Poste found that 21% consumers visited a brand’s website after receiving targeted mail. And while there was the expected bounce in numbers visiting shops in-between lockdowns, online visits remains strong, which the report recognises as an indicator of the “shifting towards omnichannel marketing in which consumers now interact with brands”.ĭirect mail is in a healthy state across Europe as well.

Nine per cent of mail items had consumers opening their browsers to visit websites, a remarkable 32% growth in effectiveness year on year. Not surprisingly, given the lockdowns of the past year, direct mail pushed people towards advertisers’ websites rather than physical stores.