Direct Mail: Does it Still Work?

is where we spill our knowledge, exploring stimulating topics that often influence the daily grind.

In this digital world, is it worth it to still do direct mail campaigns? In comparison to digital advertising, the cost of print and postage can get expensive. Plus, it is much harder to track and determine your ROI with a direct mail campaign.

Ultimately, this is a hard question to answer. However, according to some recent studies by the Data and Marketing Association, direct mail campaigns may not be going extinct. While it has definitely declined over the past 10 years, more marketers are adding this type of campaign back into the mix of their integrated marketing plans.

The Data and Marketing Association states, “direct mail household response rate is 5.1 percent (compared to .6 percent e-mail, .6 percent paid search, .2 percent online display, and .4 percent social media). That’s over a 700 percent greater response than all digital response rates combined.”

Studies also show that there is a much higher response rate when there is a reward for a consumer’s loyalty or a money-off coupon.

It can also be a way to cut through the digital clutter and engage with a consumer on a more personal level, especially when considering the average household combined receives about 150 e-mails ads per day, and for millennials, it could be more if you include social media.

The United States Postal Service [USPS] reported that among 18- to 21-year-olds, direct mail response rates doubled in 2016. In fact, millennials surveyed indicated that they believe this approach to be a safer, more-trusted marketing tool and about 88 percent of millennials see the print on paper as more official than digital.

So, when asking whether might be worth it to launch a direct mail campaign, the answer is yes.

Like we always say, you must have a strategy before tactics. If you plan to include direct mail as part of your overall plan, make sure to really determine who you are targeting, what you are offering, and how you communicate that offer to your audience. There are also new technologies and tools that can help you with personalizing direct mail pieces as well as targeting a certain geographical radius. USPS now offers Every Door Direct, which can help smaller businesses do this cost-effectively while also marketing to your audience by age, income, and household size.

For more freshly brewed small business tips and inspiration, follow us on Facebook, Twitter and LinkedIn. Be sure to check back regularly for our latest Déjà Brew.


Is your messaging ready to address key concerns and ongoing opportunities? Wild Coffee Marketing can help. Contact us today to learn more. At Wild Coffee Marketing, we love helping companies grow better.

Share On:


You’ve come to the right spot for a quick read from Wild Coffee.


Pay per click marketing: in house team or outsourced agency?

Pay-per-click advertising is rapidly growing in popularity because it works, and it works well. PPC ads help you reach your target audience quickly, drive lead...
Read More

The need to manage customer data is more vital than ever.

No matter what industry you’re in or the size of your business, customer relationships are the key to ongoing success.  And unless your sales team...
Read More

Anticipating messaging as we emerge from crisis

Each day, businesses around the globe are struggling to digest the impact of the present pandemic and resulting current events and trying to formulate an...
Read More

Wild Coffee Marketing and Sigma Solve Announce Strategic Partnership 

Wild Coffee Marketing and Sigma Solve are pleased to announce a strategic partnership agreement that enhances the capabilities of each firm.
Read More

Employer Branding: How marketing and HR work hand-in-hand

Organizations compete for customers, seeking to rise above the noise of the competition. But organizations also compete for talent, striving to attract and retain clever...
Read More

Five Tips For Google Ads Success

Google Ads (formerly known as Google Adwords) is Google’s advertising platform.  It allows advertisers to select certain keywords to connect to their clickable ads.  These...
Read More