In today’s digital age, some say that direct mail is dead. Research, however, suggests otherwise.
According to the Direct Marketing Association, the direct mail open rate was 3.4 percent in 2012—markedly higher than the 0.12 percent email open rate in the same year. While the digital marketing formats of mobile, email and paid search are all growing in advertising budgets, companies are still giving direct mail a slightly larger slice of the pie. Two separate Winterberry Group studies found that direct mail spending increased by nearly 3 percent in 2014. Costs of direct mail will likely remain steady this year, which could spur a 1 percent growth in volume.
That being said, here are three simple direct mail marketing best practices for small business owners to keep in mind: