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Letterbox Love: Why the Direct Mail Industry Is Growing

Snail mail is often used as a whipping boy when compared to email marketing. But ignore its strengths at your peril – because recent surveys show that we, the public, still love our letterboxes…

While email marketing continues to gain ground, traditional snail mail remains a much-loved form of communication according to the From Letterbox To Inbox survey by the DMA.

Any marketer who chooses to focus their direct marketing lists on a purely digital solution could be missing out. According to the survey…

  • 90% of us couldn’t live without our letterbox.
  • 46% of us believe a world without print would be worse than today’s.

Our love for the letterbox is reflected by the 19th Annual Door Drop Industry Report 2013:

UK door drop volumes have swelled from 6.9 billion in 2011 to 7.2 billion in 2012.

That’s a 3.5% increase.

And as drop volumes have grown so have the ROIs of direct mail year-on-year over the past decade,outperforming email marketing:

3.4% - direct mail’s response rate for direct mail to existing customers

vs.

0.12% for email.

According to the DMA’s Putting A Price On Direct Marketing 2012 report, businesses engaged in B2B marketing see direct mail as more vital to their success than companies engaged in B2C marketing:

36% of B2B companies who use direct mail

vs.

20.5% of B2C companies who use direct mail.

Because ROI and response rates are so high for B2B direct mail, marketers see it as an imperative part of their marketing strategy.

4 in 5 companies allocate funds from their direct marketing budget for their B2B operations.

Remember:

  • As a nation, we still love snail mail.
  • UK door drop rates are on the increase, not in decline.
  • Direct mail has been proven to outperform email marketing, especially when combined with targeted direct mail marketing lists.
  • B2B companies see direct mail as more effective than their B2C counterparts do.

For information about how to make an impact with your direct mail marketing, download the free eGuide ‘The Marketing Executive’s guide: getting your messaging right’.