Consumers spend an average of about 30 minutes sorting through and reading their mail, proving direct marketing is never going to become obsolete.The bottom line: Direct mail is seen as a more archaic form of marketing, but based on these stats, it’s no wonder 63% of direct-to-consumer brands invest in direct mail marketing. According to a study conducted by Triadex Services, consumers would love to receive direct mail from their preferred brands.This is because people perceive a physical piece of mail as more “real” compared to the digital ones sent to their inboxes. The response rate to direct mail is as high as 37%.The mere fact that their names are printed on mail increases response rates by 135%. Personalization holds tremendous power, and 70% of people believe direct mail is more personal than email.Their relative “rarity” makes 77% of Americans look forward to opening them. On average, the typical American household receives 2 pieces of direct mail each day compared to emails which can come by as much as a dozen.This is because opening a piece of mail is simpler and easier on the mind. According to the Canada Post, people find direct mail more engaging than their digital counterparts.This is because consumers, particularly millennials, prefer promotional materials that are tangible and can be read later, unlike emails which normally get ignored even if they are from a recognizable brand. Direct mail has an open rate of 90%, a far cry from the 23% open rate of email marketing.Still not convinced? Below you’ll find the latest statistics that will persuade you that direct marketing is far from dead. Because of technology, personalized mail printing by the bulk is now possible, so companies are spared from spending too much time and effort in customizing their promotional materials. While digital marketing has a far broader audience reach and is way more cost-efficient than traditional direct marketing, businesses should never dismiss the latter as an obsolete means of client communication.
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