©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
According to the Direct Marketing Association in the recently released 2012 Response Rate Report, direct mail response rates have dropped nearly 25% over the past nine years. Even so, mail campaigns draw a better overall response than digital channels. For instance, response rates for direct mail to an existing customer average 3.40%, compared with 0.12% for email, which is roughly a 30-fold difference. Costs are also higher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.