Direct mail conversion rates are exponentially higher than digital channels.
The Direct Marketing Association released a study in June 2012 that showed direct mail is 10 to 30 times more effective than email. To quote the report, “For every 1,000 existing customers receiving a direct-mail piece, on average 34 will respond. For email, the average response—measured by taking the click-through rate and multiplying the conversion per click—is 0.12%.” That translates into only one customer out of 1,000 who will follow an email solicitation through to purchase.
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