We are going to start with how (and When) You Actually Should Use Direct Mail… COVID-19 made everything old new again. Although direct mail’s response rate has dropped over time, it’s still a valuable tool for marketers and salespeople especially when we are still in semi locked down. The Direct Marketing Association found direct mail’s response rate is 4.4% — compared to 0.12% for email.
Direct Mail Marketing: Follow the 40/40/20 Rule. This rule dictates that the success and eventual ROI of your direct mail marketing efforts are going to be dependent upon three factors – 40% of your success will come from how effective your mailing list is, another 40% will depend on how compelling your offer is, and the remaining 20% will come from everything else (design, the copy/text of the mailing, the images you’ve chosen, delivery date and method, etc.).
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