The Digital Slowdown

Consider this interesting news story from Deliver Magazine’s October 2012 issue:

If your marketing strategy relies heavily on e-mail, you may want to take a closer look at its more effective physical counterpart, direct mail. The Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% average response rate, compared to e-mail’s average of 0.12%.

When you translate this into ratios, direct mail has a response rate of up to 10 to 30 times that of e-mail. Direct mail’s response rate jumps even higher when compared to online display.

The DMA used transactional data from Bizo and Epsilon to analyze more than 29 billion e-mails and 2 billion online display impressions. The group tracked consumer actions both immediately following a click and in the days and weeks after being exposed to an online ad.

Overall for display, only 6% converted as a result of the immediate action of the click, meaning that 94% of conversions happen at a later date – an important finding, considering the success of display’s impact is generally judged by its click-through rate.

A DMA spokesperson attributed some of direct mail’s continued strength to the fact that consumers today are faced with an ever- increasing number of digital messages received via banners, e-mail inboxes and social media.