Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic.
There’s no debate we live in a digital age where we all need our devices and the internet to survive. You would be hard pressed to find someone who doesn’t have at least one internet connected device. Needless to say, both advertisers and marketers alike have shifted their focus from traditional mediums (print, billboards, etc.) to digital in order to better target audiences. But does that mean that the more traditional marketing tactics are obsolete? Not necessarily. Direct mail appears to be the old reliable of the marketing space. According to the Direct Marketing Association (DMA) Statistical Fact Book, spend with direct mail has increased from $45B in 2013 to $46B in 2014. Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic. In addition, it is one of the lowest cost per lead tactics in this category. In 2012, the average cost per lead for new customer acquisition was $51.40 for direct mail compare to $55.24 for email and $52.58 for paid search.
Megan Connell on Friday, June 19, 2015
THE STRATEGIC SOURCEROR