Studies have shown that direct mail campaigns yield average response rates of 9% for house lists and about 5% for prospect lists — far outperforming the typical 0.1% response rate of email marketing.
Why does direct mail work so well?
The tangible nature of direct mail plays a significant role in these higher engagement levels. Recipients are more likely to notice and interact with physical mail compared to digital counterparts like emails that often get lost in overflowing inboxes or marked as spam.
The act of physically holding and engaging with a direct mail piece creates a unique connection that’s harder to achieve in the overcrowded digital market. The tactile experience of opening an envelope, flipping through a brochure, or even just holding a postcard can leave a lasting impression on recipients. This hands-on interaction not only captures attention but also increases the likelihood of the message being remembered and acted upon.