Direct mail marketing has been a tried-and-true method of reaching out to potential customers for decades. However, with the rise of digital marketing, many have questioned the effectiveness of direct mail. Yet, studies have shown that increasing the frequency of direct mail campaigns can lead to a significant improvement in response rates.
According to a study by the Data & Marketing Association, direct mail has a median return on investment (ROI) of 15%, making it a highly effective way to generate revenue. In addition, the same study found that 73% of consumers prefer mail for receiving brand updates, and 60% of consumers have made a purchase because of direct mail they received, making it a highly effective way to convert potential customers into loyal ones.
According to the Data & Marketing Association (DMA), response rates for direct mail averaged 4.9% for prospect lists and 9% for house lists in 2018. However, these numbers can increase even further when companies send out multiple mailings.
In fact, a study by the DMA found that sending out a second mailing to a list of prospects can increase response rates by 20%. And sending out a third mailing can increase response rates by 27%. This means that by increasing the frequency of direct mail campaigns, companies can expect to see a higher return on investment and potentially more revenue.
One reason why increased frequency can improve direct mail response rates is that it helps build brand awareness and familiarity. The more often a potential customer sees a company’s name and logo, the more likely they are to remember it and consider doing business with them. Additionally, multiple mailings can also help overcome the natural hesitation people may have when it comes to making a purchase.
Another factor that can contribute to improved response rates with increased frequency is timing. Not everyone will respond to a direct mail campaign right away, but by sending out multiple mailings over a period of time, companies can increase the chances of catching people at the right time.
In conclusion, while direct mail marketing may seem like an outdated approach in today’s digital age, it can still be an effective way to reach out to potential customers. By increasing the frequency of direct mail campaigns, companies can improve response rates, build brand awareness, and potentially generate more revenue. So, don’t overlook the power of direct mail in your marketing strategy.
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