Over the last few years there have been plenty of rumours that direct mail is dead but you should all know by now that rumours are rarely true! New statistics have revealed that despite the digital revolution, direct mail is still very much alive and kicking.
Businesses are still investing in direct mail
Last year, UK businesses invested more than £1.5 billion into direct mail – something you wouldn’t have thought they’d be doing if this advertising method were dead? In addition to this, direct mail accounted for 13.9% of all advertising spend and 26% of all revenue in the business mail sector, a growth of 2% from the previous year.
Charities have long been using direct mail to promote their causes and increase donations, however the latest statistics show an increase in spend from £239 million to £294 million.
The most surprising thing of all is that Google is using direct mail. Yes, despite being champions of PPC advertising and SEO, the Internet giant is using good old direct mail to target consumers and business clients. Why would they do such a thing, unless this traditional marketing method held a lot of value?
Why is direct mail so effective?
According to the latest figures, 92% of all direct mail is opened and 48% of people admit to taking action as a result of engaging with it. One of the reasons why direct mail is thought to be so effective is because it’s more personal than receiving an email. 98% of recipients prefer their direct mail to be personalised and 57% said it makes them feel more valued (compared to just 17% for email.)
Direct mail has also been found to offer a high return on investment, especially in comparison to online advertising. Stats from the Direct Marketing Association show that a ROI of £3.22 can be achieved for every £1 spent on direct mail, compared to £3.12 for every £1 spent online.
One of the potential drawbacks of direct mail marketing is unclean data, which leads to £18 million wasted each year on mailing the deceased. However, it still manages to achieve a higher return on investment than online. Just think how much potential it would have if companies focused more on cleaning up their data!
Direct mail is part of the future
Despite many people thinking that direct mail’s reign was over, it’s still very much part of the present and will continue to play an important role in the future of advertising. The statistics are plain to see – investment in direct mail is a wise business decision and something you can’t afford to miss out on.
Get in touch with us here at Baker Goodchild to find out how direct mail can improve your marketing campaigns.