How Direct Mail Response Beats Digital

DMA: Direct mail response rates beat digital

DMA: Direct mail response rates beat digital
DMA: Direct mail response rates beat digital

Despite the perception in the marketing industry that direct mail and telemarketing are less effective than digital channels, the Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% rate, compared to email’s average response rate of 0.12%, says Yory Wurmser, director of marketing and media insights at the DMA.

Depending on how one crunches the numbers, direct mail has a response rate of up to 10 to 30 times that of email — and even higher when compared to online display, Wurmser continues. Read more…