Direct Mail Hanging In

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost

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.

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