Tips to Maximize Direct Mail Response (

There are many times when customers reach out to us to help them increase their response rates. When that happens, the first question is “What was the response rate on your last mailing?” Now you would think after 32 years in the business that the standard response to this question would no longer shock me, however that is not the case. When I hear “I am not sure”, I cringe. In 2024, how can they not know what the response rate was? They need to know this information.

So, let’s take a look at what the 2024 Lob State of Direct Mail found:

84% of marketers agree direct mail provides the highest ROI of any channel they use.
82% of respondents are increasing direct mail spend in 2024.
Personalized URLs are the most popular way to measure conversions from direct mail campaigns.
Letters and postcards are the most popular direct mail format sent by respondents followed closely by brochures, catalogs, and self-mailers

One key takeaway is that direct mail response rates are higher than all digital media in the study. Direct mail can benefit the marketing mix, but you need to know their numbers so that you can keep doing what works and fix what is not working.
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