Why Address Quality Matters: The Cost Of Undeliverable Mail Adds Up

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Why Address Quality Matters: The Cost Of Undeliverable Mail Adds Up

According to the DMA’s 2017 Response Rate Report, direct mail has a much higher household response rate (5.1% customer – 2.9% prospect) than digital channels such as email (0.6%), social media (0.4%) and online display ads (0.2%).

By Christine Erna

Monday, August 12, 2019

Additionally, the CMO Council reports that 79% of consumers act on direct mail immediately, while only 45% of all consumers do the same to email. Close to half (48%) of all consumers hold on to direct mail marketing materials for future reference. How many emails do you find around your house or at your friends' homes? Emphasizing the effectiveness even more, the CMO Council reports that 39% of customers try a new business because of direct mail and 44% of customers visit a brand’s website after receiving direct mail. Impressive numbers to say the least.

Americans Value The “Mail Moment”

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About Christine Erna

As a Postal Advisor, Christine Erna educates, teaches, provides analysis for clients seeking better customer communications, improved efficiencies and postage savings.

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