B2B Direct Mail response rates

If you think that direct mail is dead, then I’m afraid my friend, you are wrong. TV hasn’t killed our love of a good book, neither has the Kindle killed bookshops - yet, and just because we now use email for marketing doesn't mean that direct mail has been left languishing like an odd sock.

In a society that faces technological progress on what feels like a daily basis, it’s easy to think that more traditional methods of communication have been lost amongst the wealth of tools available. And when it comes to marketing, and the number of apps, tools, and gadgets at our fingertips, some people might think that direct mail is dead. But they’d be wrong.

According to Central Mailing Services 2013 infographic on direct mail statistics, a whopping 48% of the UK population has responded to direct mail over the past year. Add to that statistics that show 62% of people like to receive offers via mail and 56% of people welcome mail that provides useful information, direct mail sounds like a brighter option than you may have thought 2 minutes ago.

You’ve Got Mail!

A phrase made famous by Tom Hanks back in the 1990s. But now, everyone is getting mail. In fact, if your computer announced ‘You’ve got mail’ every time you had actually gotten mail, it wouldn’t take too long for the computer to be thrown out of a window somewhere. Landing in a heap of other computers that had been swiftly ejected from homes and businesses everywhere.

We live in a time where professionals everywhere are suffering from inbox overload, and with 300 billion messages sent each day, that is hardly surprising. So in a time where every business everywhere is sending email after email, it makes a nice change for a direct mail to land upon a CEO’s desk on a Monday morning.