Research Comes Together to Champion Direct Mail

Database marketing and direct mail are the focus of our business at DBM Designs, but we still encounter marketers who are dubious about fully embracing "junk mail." Our thanks to industry colleague UnitedMail for a handy infographic, just published in Target Marketing magazine, which uses research to make the case for direct mail in terms of its response, ROI and value in a multichannel strategy. Among the highlights: 70%-80% of consumers say they open almost all of their mail, including "junk mail," and 79% of consumers say they act on direct mail immediately (compared with 45% for e-mail). In terms of response rates, direct mail campaigns to customers average over 3% (e-mail campaigns get just 0.1%). Plus, combining mail with other channels significantly boosts marketing results; for example, research shows consumers who receive both direct mail and e-mail spend 25% more money. The infographic also offers insights on mail creative and print-to-online technology. See http://www.targetmarketingmag.com/article/direct-mail-roi-infographic/