Does Direct Mail Have High Response Rate?

While haters like to argue that snail mail is dead, recent data shows that direct mail campaigns still have a strong ROI. The most obvious benefit is that physical mail has a much higher response rate than email marketing. Emails are often seen as spam or phishing scams, and customers tend to ignore them. In contrast, direct mail can often be personalized and will appeal to a recipient’s sense of curiosity. For example, Y&R Melbourne’s direct mail campaign included everything needed to build an FM radio and was sent to college engineering students.

Another reason why b2b direct mail has a high response rate is that it can be used to target the right audience. Using social media platforms, it is relatively easy to target your ideal customer by their demographics and interests. However, traditional direct mail can also be used to target your audience based on their geographic location.

Moreover, direct mail can use multiple forms of media to promote your brand, including videos, personalized letters, and more. You can even include freebies to increase the likelihood that your audience will open the mailer and engage with it. Lastly, direct mail can be a great way to create a sense of urgency in your audience by adding a deadline on your offer or by reminding them that they will miss out on an opportunity. This technique is known as scarcity marketing, and it is a proven way to get your audience to take action.

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