How Many People Throw Away Direct Mail?
If you are unsure of how many people throw away direct mail, read on to find out the truth behind the question. Millennials love direct mail, but how many people throw it away? Find out more about the cost-per-acquisition and response rates of direct mail. Read on to learn the truth behind Millennials’ preference for direct mail and how you can use these statistics to your advantage. Listed below are some of the most compelling reasons to send direct mail to millennials.
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Less than 1%
Studies show that consumers read fewer than 1% of direct mail, but are more likely to remember it. A recent study from the Direct Mail Association shows that consumers need three touches to link a name to a face. They need seven touches to consider a listing agent and twenty-seven touches to establish a brand. It’s not surprising that direct mail is less expensive than email campaigns, but it does take more work to reach potential customers.
According to the USPS, direct mail still delivers good results, with 454 pieces of marketing and sales mail delivered to the average US household each year. While content marketing and social media are more popular ways to reach clients, direct mail still delivers good results. 42.2% of direct mail recipients scan and read their direct mail. Less than 1% of people throw away direct mail, but this figure could be even higher.
High response rates
There are a few key strategies you can use to increase your direct mail response rates. One of the most effective is personalization, which can increase response rates by as much as 10 times. Email campaigns can’t even come close to that, with an average click-through rate of less than 2%. Here are some tips to increase your response rate and make your direct mail less likely to be discarded:
First, remember that features do not sell products. Focus on benefits. The benefits of a product should be highlighted in a direct mail piece. For example, if a product saves your customer time or money, mentioning it will increase its appeal. Make sure to prove that the features are significant for the potential customer. The more benefits a potential customer sees in the product, the more likely they are to respond.
Despite rising costs, the return on investment (ROI) from direct mail marketing is still high. Marketing models commonly use purchased lists and must identify profitable prospects while avoiding high-risk respondents. By adding alternative data attributes, marketing models can be more accurate and reduce the cost of fraud. The following are some ways to lower your direct mail campaign costs. Read on to learn how to lower your costs and maximize your ROI. Using in-house copywriting services is an affordable option but may not provide the quality that a professional agency can.
Depending on your design, direct mail pieces can run from $0.30 to $10 per recipient. The cost will also vary based on the paper stock, coating, and several copies. If you choose a small postcard, the printing costs will be significantly lower than if you chose a multi-page letter. However, small direct mail pieces often are not as effective as larger ones. Therefore, it’s important to consider your budget before selecting the format and design of your mail pieces.
Millennials’ preference for direct mail
Many marketers wonder why millennials are so much more responsive to direct mail. This generation, raised around digital devices and instant communication, has a preference for receiving print mail. Despite the speed of technology, millennials take the time to read direct mail, with 88% finding it more valuable than email. While they can scan and discard emails, they’ll read a postcard, taking a few moments to absorb its contents.
Millennials’ preference for direct mail is partially explained by its personalization. Because direct mail is highly personalized, it is easy to tailor your message and design to your prospects’ individual needs. Royal Mail’s Mail Men surveyed Generation Z to discover what types of content they prefer. They found that 32% of the Generation Z generation prefers direct mail over online ads and 66% prefer vouchers delivered to their doorstep.