By A total of 41% of people in the United States, regardless of age, get excited each day to check their mail. When you open that little mailbox, there’s something wonderful about discovering an item that you can grasp and that has your name inscribed on it. 36% of Americans younger than 30 share this sentiment, despite older generations being more apt to say they love receiving letters.
The percentage of marketing mail that is delivered to homes and businesses in the United States is 58 percent.
In today’s digital age, just a small percentage of individuals still correspond through letters. The most recent findings from the United States Postal Service’s Mail Use and Attitudes Report indicate that the direct mail business is responsible for about 60 percent of the mail that is sent to homes in the United States.
The above statement is significantly strengthened by this statistic. The fact that customers still anticipate and like receiving marketing mail is fantastic news for companies who engage in postal marketing. A whopping 454 pieces of promotional mail are sent to the typical American home each and every year.
Is it too late for direct mail?
The same research from the USPS demonstrates that direct mail advertising is still going strong. According to the statistics collected by the group, each year an average US home receives 454 pieces of regular marketing mail.
In addition to that, an average of 92 pieces of marketing mail from charitable organizations find their way into a person’s mailbox each day.
In 2018, the statistics of direct mail show the average response rate for direct mail was nine percent for house lists and four point nine percent for prospect lists. The response rate for oversized envelopes is the maximum possible, coming in at 5%.
When thinking about ideas for direct mail, you should keep in mind the significance of the packaging. Certain mail formats are more effective than others. The response rate for postcards is pretty good, coming in at 4.25 percent, followed by dimensional mailers, which get 4 percent, and catalogs, which receive 3.9 percent. Letter-sized envelopes have a 3.5% average response rate.
Efficiency of Direct Mailing (DM)
It may come as a surprise, but sending a letter in the mail is more successful than sending an email. When compared to direct mail, an email marketing campaign’s outcomes are much worse, despite the fact that it costs significantly less to run. Click here for more information on email marketing campaigns.
42.2 percent of those who get direct mail either read it in its entirety or scan it before discarding it. When you send out a message for marketing purposes, you clearly want it to be seen by people. Email communication could be more cost-effective, but it’s also quite easy to disregard.
On the other hand, your target audience will read or at the very least skim any direct mail that you send to them. Only 42.2% of people who get direct mail open their letters. Only 22.8% of those polled claim they don’t bother to read it.
On average, a home will keep promotional mail for 17 days after it has been delivered. If you were curious about why direct mail is effective, the solution is provided here. According to the statistics on direct mail, customers typically discard advertising material after 17 days have passed. All of the members of the home will have enough opportunity to examine it and decide what course of action to pursue as a result.
Sixty percent of those who get catalogs end up going online to check out the firm that provided them with the catalog. When a consumer discovers a product they are interested in in a catalog, they are extremely likely to look for more information about that product online.
According to data on direct mail released by the United States Postal Service (https://www.usps.com/business/), in many instances, it involves the act of browsing through a traditional catalog. It should not come as a surprise that this is the case given that 84 percent of catalog recipients believe that utilizing the catalog makes it simpler to explore and purchase online.
Processing direct mail needs 21% less mental work than doing the same with email
This is an additional advantage of using direct mail. Direct mail is related to a longer-lasting brand memory since it is much simpler for consumers to grasp than email. This factor contributes to the effectiveness of direct mail. Because it does not include any extra material, it is much easier to digest than email.
When consumers read advertisements that have been delivered to them by email, they are often distracted by other tabs that they have open or by pop-up advertisements. On the other hand, when people read direct mail, they are able to concentrate completely on that activity.
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