what we learned about direct mail from 2018

We're more than a month into 2019 and the marketing statistics from 2018 are starting to roll in.  Here are just a few from the Data & Marketing Association that will whet your appetite for the year to come and keep you just as excited about direct mail as we are!

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Response rates go up, mail volume Goes down

1. ​In 2017, the response rate for direct mail averaged 5.1%.  In 2018, it nearly doubled to 9%.  
2. Overall mail volume has declined by nearly 30% since 2006.

What's that mean?  That means your mailpiece has less competition in the mailbox!  Who doesn't love less competition?  Oh, and if you're wanting to make the highest impact on your recipients, use an oversized envelope.  Oversized envelopes give an average 59% ROI when mailing to a house list.

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Direct mail is easy

1. The average attention span of an individual is eight seconds.
2. Direct mail requires 21% less mental effort to process and understand.

What's that mean?  You have an incredibly small window of time to grab someone's attention and hold it.  Direct mail not only stands out more (postcards are basically mini-billboards that go directly to your prospects), but they require less effort to scan.

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personalize it

1. 80% of consumers are more likely to do business with a company that offers personalized experiences.
2. 78% of consumers will engage with an offer only if it has been personalized to their previous interactions with a brand.

What's that mean?  Consumers are bombarded with thousands of marketing messages every single day.  Even something as simple as printing your recipient's name in full-color on a postcard, or thanking them by name for a donation or purchase will help your mailpiece (and your message) stand out.  

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Remember, it's not direct mail versus digital advertising, anymore.  Consumers expect a consistent experience across multiple mediums and direct mail is the perfect way to "prime the pump" so that your prospects already identify with your brand.  Once they've connected with your brand, they're less likely to ignore your emails and online advertising.  Read the full report of 35 direct marketing statistics at this informative article from Compu-Mail.