Understanding Direct Mail Response Rates

You might be wondering what defines a good response rate for direct mail. Honestly, it varies. From the economic climate to consumer demographics, several external factors can play a role in your conversion rate.

But don’t let these factors discourage you, direct mail marketing services are highly effective. To understand the impact of direct mail on American households, check out the research below:

• Direct mail boasts an impressive engagement rate of 95%, and once delivered, it’s interacted with at least 4 more times at home.
• Studies show that 70% of people take online action, with an additional and 35% making purchases due to direct mail.
  Direct mail is read more often than email across all age groups. Moreover, nearly 71% of consumers anticipate its daily arrival.
• A record 96% of mail was engaged with during the course of 2020, showcasing a significant increase from 2019’s engagement rate of 91%.
• Business mail stays in the home for over four weeks, and 75% of recipients revisit it five different times, on average.
  Direct mail response rates are 5 to 9 times higher than any other advertising channel.
• Nearly 39% of consumers have admitted to trying a business for the first time because of receiving direct mail.
• In 2018, the average American household received 454 pieces of mail, with 57% opening addressed envelopes, and 48.5% taking the time to look at the content.
• Between 2017 and 2018, direct mail’s response rate increased from 2.9% to 4.9% for prospect lists and 5.1% to 9% for residential lists.
• Household mail has a 9% response rate, surpassing email, paid search, and social media, which sits at just 1%.
• An astounding 31% of mail items remain at home a month after delivery, giving potential customers more time to interact with your message.
• 76% of consumers say they “trust” direct mail, which is just 6% less than ads in newspapers and magazines. The best part? It’s substantially cheaper than running print ads.
• 42% of recipients either read or scan the direct mail they receive.
• 56% of consumers who respond to direct mail end up taking online or in-store actions.
• An impressive 62% of direct mail responders, eventually, end up making a purchase.
• 66% of direct mail is opened, and 82% is read for a minute or more.