What is the Average Direct Mail Response & Conversion Rate?

Direct mail marketing: it's tangible, it's targeted, and it gets results. But in a world of digital noise, you might be wondering, "Does direct mail really work anymore?" The answer is a resounding YES. At Direct Response Media Group, we know that direct mail continues to be a powerful tool for reaching your ideal audience and growing your business. But don't just take our word for it – let's dive into the numbers.

Direct Mail Response Rates: A Data-Driven Look

While the Direct Marketing Association (DMA) reports an average response rate of 4.9% for prospect lists and a stellar 9% for house lists, the reality is that direct mail often outperforms digital channels by a landslide. 

Here's the thing:

• Engagement is King: A whopping 95% of people read their mail, making it far more engaging than email, which struggles to even get opened (where average open rates hover around 20-30%).
• Across Generations: Forget the myth that direct mail only works for older demographics. Studies show that direct mail is read more frequently than email across all age groups.
• Unbeatable ROI: Ready for the most compelling statistic? Direct mail response rates are a staggering 5 to 9 times higher than any other advertising channel. That's right, 5 to 9 times!

Response Rate vs. Conversion Rate: Understanding the Difference

Before we delve into industry-specific data, let's clarify two key metrics:

• Response Rate: This measures how many people responded to your direct mail piece. It could be a phone call, a website visit, a coupon redemption, or any action you've encouraged.
• Conversion Rate: This goes a step further and measures how many of those respondents actually became customers or completed your desired action (e.g., made a purchase, booked an appointment).

Direct Mail Performance by Industry

To truly understand the power of direct mail, let's look at both response rates and conversion rates across various industries compared to digital. Based on aggregated data across various digital channels, the estimated average response rate for digital marketing is approximately 10.75%, BUT the average conversion rate is estimated to be around 1.75%. So while you may get overall higher responses from digital (likes, comments, shares) the conversion rates pale in comparison to direct mail. 

Factors that Influence Your Success & Supporting Data

Achieving high response and conversion rates requires a strategic approach. Factors like the quality of your mailing list, the design and messaging of your mail piece, your offer, and the timing of your campaign all play a vital role.

We have aggregated all the key data points on Direct Mail performance rates. Read the research below and discover just how big an impact direct mail really makes on the average household.

• Direct mail has an average engagement rate of 95% and is interacted with at least 4 times at home. MarketReach (2021)
• Direct mail case studies grouped by WARC showed 70% of people were driven toward an online activity by direct mail, and 35% of consumers made a purchase as a result of direct mail. MarketReach (2021)
• Direct mail is read more often than email among all age groups, and 71% of all consumers are excited to discover what the mail brings every day. USPS (2021)
• A record 96% of all mail was engaged with. This is an increase from 2019 which was at 91%. JICMAIL (2020)
• 75% of business mail stays in the home for over four weeks and is revisited an average of 5 times. MarketReach (2020)
• Direct mail response rates are 5 to 9 times higher than any other advertising channel. The Data & Marketing Association (2018)
• 39% of consumers try a business for the first time because of direct mail. The Data & Marketing Association (2018)
• In 2018, the average American household received 454 pieces of mail. The study revealed that 57% of consumers opened addressed mail envelopes, 48.5% looked at what it is, 24.5% kept it to read later, and 1.6% of the recipients put them in the open for display. USPS (2018)
• Direct mail’s average response rate increased from 2.9% to 4.9% for prospect lists and 5.1% to 9% for house lists (current customers/database) between 2017 and 2018. The Data & Marketing Association (2018)
• When compared to email, paid search, and social media, household mail has a higher response rate at 9%, with the former being only at 1%. The Data & Marketing Association (2018)
• A whopping 31% of all mail items were still at home a month after they were delivered. JICMAIL (2018)
• One study asked 1,200 consumers which advertising channels they trusted more. 76% of the group said they trust direct mail (postcards, catalogs, etc.), which is just 6% less than the leading group that trusted ads in newspapers and magazines. Marketing Sherpa (2017)
• 42% of recipients read or scan the direct mail they receive. The Data & Marketing Association (2016)
• 56% of consumers who responded to direct mail went online or visited a physical store. InfoTrends (2015)
• 62% of consumers who responded to direct mail made a purchase. InfoTrends (2015)
• 66% of direct mail is opened, and 82% of direct mail is read for a minute or more. InfoTrends (2015)
• 3% of people in one particular study said they were more likely to read direct mail than open and read emails, while 22.9% said they leaned toward reading emails. InfoTrends (2015)

How DRMG Can Elevate Your Direct Mail Campaigns

At DRMG, we're passionate about helping businesses like yours harness the power of direct mail. Our team of experienced marketers will work with you to:

• Refine your targeting: We'll help you identify and reach your ideal audience with precision.
• Craft compelling creative: From eye-catching design to persuasive copy, we'll ensure your mail piece stands out from the clutter.
• Develop irresistible offers: We'll help you create offers that your prospects simply can't refuse.
• Track and optimize: We'll meticulously monitor your campaign performance and make data-driven adjustments to maximize your return on investment.

Ready to experience the DRMG difference?

Contact us today for a free consultation. Let's discuss how we can help you achieve your marketing goals and drive exceptional results with direct mail.