The Data and Marketing Association shared the direct mail marketing response rates for 2018, and the results are phenomenal. The direct mail response rates have continued to grow year after year.
Many non-profits struggle with the decision of choosing what marketing platform would be best to reach their members. There are a lot of options to choose from, and everyone wants to stand out from the others. But the correct marketing solution is simple if you look at the numbers recently released by the DMA.
Direct Mail Response Rates
The response rates for direct mail almost doubled between 2017 and 2018. In 2018, the DMA Response Rate Report showed 9% to a house list and 5% to a prospect list. In 2017, the DMA reported the house list at 5.1% and the prospect list at 2.9%. If we look back even further, between 2003 and 2015, the average was 3.5% to a house list and 1.6% to a prospect list. These numbers are exceptional and should encourage every organization to seek direct mail for their next marketing project.
Direct mail is also beating other forms of marketing include email communication and social media advertising.
Comparing the Numbers
There’s a misconception that younger generations like Millennial’s and Generation Z can only be reached through digital channels. Regardless of age, people look forward to checking their mail. Mail has an emotional response factor that digital options can’t provide.
Organizations miss out when they only contact groups who are considered Baby Boomers or Generation X. Millennial’s and Generation Z also appreciate mail. A Gallup report stated 36% of people under the age of 30 looks forward to opening their mail. This report shows that even younger generations who grew up with constant access to the internet enjoy receiving mail. The same report stated 95% of 18 to 29-year-old’s liked receiving personal cards and letters.
Direct mail marketing allows non-profits to customize their marketing before mailing. The personalized letters can help increase response rates more than a burst of generic emails. People don’t spend much time sifting through their emails. They are more likely to take the time to look through their physical mail than to read through countless emails in their junk folder. It’s clear that direct mail isn’t going away anytime soon.
People are bogged down by the constant advertisements they see through email and on social media. They are also overwhelmed by cluttered inboxes full of unsolicited marketing emails. This results in higher responsiveness to direct mail because the materials are being sent through a much less cluttered channel.
Quality communications and relationship building are initiated through direct mail interactions. Comparing the response rates to other marketing options is a huge eye-opener. Email marketing had a 1% response rate for both a house list and a prospect list. Social media came in with similar numbers with a 1% response rate.
Direct Mail on the Rise
There are numerous online and digital marketing options available. But the lack of personalization isn’t helping the growth of the digital options. Marketers are getting smarter about sending their direct mail materials to the right people. This targeted strategy allows for the materials to reach the right people and encourages responses. The response rates show the success of pinpointing the right people to contact when completing a direct mail project.
There are a lot of improvements to printing equipment that help direct mail projects run smoothly and quickly as well. Faster equipment allows more significant quantities of materials to be created in a small amount of time. Since equipment and technology will continue to advance, so will the creation value and overall interaction with donors. Direct mail continues to be one of the most effective ways for non-profits to reach their members. Direct mail leaves a lasting impression while creating a high value of return for organizations.
The advanced equipment helps significantly with printing large volumes of mail to people. The direct mail response rates will continue to increase because technology will continue to improve, production will keep speeding up, and delivery options will continue to advance.
Valtim and Direct Mail
Valtim wants to help your organization receive better response rates with your next marketing project. Let Valtim help your organization with its next direct mail campaign. Our advanced equipment can produce large quantities of high-quality materials in a small amount of time. We can assist with the shipment of all materials too. Allow us to simplify and assist with your outreach to members so that your organization can continue to thrive.