Well fancy that.
The DMA’s 2012 Response Rate report is out, and it turns out that direct mail has a response rate of up to 10 to 30 times that of email. Yory Wurmser, director of marketing and media insights at the DMA says that direct mail is pulling an average 4.4% rate compared to email's average response rate of 0.12%. Find out more about the report at www.the-dma.org
Now we love direct mail here at BC, and we love edms too, so this was an interesting on for us. Kinda like watching your two kids thrash it out in a living-room wrestling match.
Now we know that direct mail marketing campaigns more expensive than edms, so while DM is the winner in terms of response rate, when it comes to cost-per-response edms take the gold.
Let’s have a think about the situations where DMs really have the lead over edms:
- Highly-targeted mailings to high value customers and prospects (customer loyalty / reward pieces are a great example)
- Low-cost, highly targeted mailers (we love the humble but mighty postcard)
- Where you need to convey a lot of product information (a classic b2b situation)
- Where you’re supporting a sales process which is long and involves many decision-makers
- Where you want to have fun and engage your customers with interesting materials and unusual formats
- Where you want to communicate a personal touch
This also brings up the questions of a) how the ensure your edms get plenty of cut-through so they really maximise their response rates and b) making sure your direct mail is as cost-effective as possible.
If you want to learn about how inbound marketing can bolster your direct mail campaigns, download The quick-start guide to inbound marketing for technology companies today!
Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.