Direct Mail or Email? Both technologies work for marketing

摘要

In the early days of email, the answer was clear - email. It was new. People were still opening their emails and responding. Now, many people don't even bother to open emails or click through to offers. So, should you go back to direct mail? According to DM News, in 2012 the average response rate for direct mail was 4.4 percent for both business-to-business and business-to-consumer marketing. This was considerably higher than I and most industry experts expected. According to DM News, envelope-sized direct mail letters achieve a 3.4 percent response rate when mailed to a house list (i.e. your customer list), and a 1.28 percent response rate when mailed to a prospect list.