For decades, marketers have used direct mail to capture attention and generate sales. But once the Internet revolution hit, dozens of new marketing channels emerged, and left many wondering about the relevance of direct mail marketing. Does it still work?
Consider this. Studies show about 98 percent of consumers pick up mail on the same day of delivery – and 77 percent open and sort the mail immediately. This means that direct mail is still getting read. But what about email marketing? How does it stack up?
Unlike direct marketing, email marketing runs into trouble getting through servers and spam blockers. If the message gets through, it has a 10 percent average open rate. In contrast, variable data printing used in conjunction with direct mail has the ability to increase your ROI even higher. But this isn’t the only advantage of direct mail marketing.