Facts about Direct Mail Response
Nelson Penalver
![Nelson Penalver]()
Nelson Penalver
USPS & Postal Affairs Expert | Sales Management | Direct Mail Consultant | Promotional Merchandise Strategist | Commercial Printing Consultant |
- 79% of consumers will act on direct mail immediately, compared to only 45% who say they deal with email immediately.
- 78% of Americans have been influenced to purchase by direct mail.
- Direct mail response rates still top those of other mediums; the average direct mail response rate is 1.1-1.4% compared to .03% for email, .04% for internet display and .22% for paid search.
- Targeted B2B direct mail has a response rate of 4.4% — nearly 37 times that of email (.12%).
- 56% of consumers say they have tried a new business after receiving direct mail, while 70% have renewed previous relationships with businesses.
- 44% of people said they had visited a brand’s website after receiving direct mail; 34% searched online.
- Between 2014 and 2019, direct mail response rates increased 19%, while email response rates dropped 57%.
- Cost-per-acquisition for direct mail is very competitive. Direct mail stands at $19, which fares favorably with mobile and social (both at $16-18), paid search ($21-30), internet display ($41-50) and even email ($11-15).
- One in 5 throw away unopened direct mailings. Among the top reasons stated: 55% are not interested in the product, 49% were not interested in the company and 44% object to being marketed to.