Direct Mail in 2021 is thriving. It’s had quite the journey since it’s introduction by Charles I in 1635, and even though it’s adapted and shifted focus continually over the hundreds of years since, in 2021 it’s still a major part of the marketing mix.
We all know the fundamental benefits; high open rates and impressive read and response rates etc but how is it actually faring in 2021? Well, according to Fundera, Direct Mail open rates can reach up to 90%, whilst the average response rate for direct mail is between 2.7% – 4.4%. Looking at this in comparison with email marketing response rates, it further compounds the argument for Direct Mail. Email response rates, on average, sit at around 0.6%. Moving on to average ROI for Direct Mail, presently you can expect a £3.22 return on every £1 spent on DM. Impressive figures!
On a wider scale, the global Direct Mail market in 2020 was worth an eye watering $58.41bn, and that’s expected to increase to $61.14bn in 2021, representing an increase of 4.7%. So rather than regressing as a medium, it seems that actually DM is adapting and evolving once more. So what has contributed to this almost 5% market increase?
Much of the growth can be attributed to businesses modifying and updating their activities as they recover from the impact of the Covid-19 pandemic, with measures such as remote working, social distancing and the subsequent closures of commercial enterprises leading to big changes. This has led to opportunities for Direct Mail to prove its value once more, and looking further ahead, the forecast for the Direct Mail Global market in 2025 is expected to hit $66.28bn.
Such statistics tell the story of a marketing channel that is not only durable and adaptable, but also hugely successful.
Is Direct Mail part of your marketing tool box? With open rates, response rates and ROI often outperforming its digital counterparts, it really should form an integral part of any businesses marketing mix.
*Sources: Fundera, The Drum
Thanks for taking the time to read this blog, happy sustainable marketing!