…is fast, quick, low cost and research shows people prefer it as a method of communication when they know the organisation that is contacting them. In 2013 average open rates were 19.6% (consumer products faired better at 25.4%) and a unique click through rate of 16.9%. Only 3.0% of those who received the e-mail actually visited a webpage and that generated an average response rate of 0.12%. Where you have a relationship with the individual results improve and the top performers had an open rate of 38.6% but 25% of e-mailers only achieved 7%.
This data shows that e-mail can and does work but the sheer volume of clutter in peoples in-boxes, shows that e-mails are great at communication mainly if the recipient knows you.
However, setting out to build a business and generating new enquiries is far more difficult due to low open and response rates and the difficulty in sourcing good quality e-mail lists.
• 100% delivery
• 56% of people believe that printed marketing is the most trustworthy form of communication,
• 66% of consumers keep their mail for over 2 weeks.
• Direct mail gets 44% of recipients to go your website.
• Average response rates are 4%.
• Overall 7% of receivers will take some sort of action.
Research undertaken at Bangor University looked at how the brain reacts to printed material versus virtual stimuli. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, helps to develop more positive brand associations, the materials have a more personal effect, and therefore aid motivation.
Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data provides a great opportunity to build your business. Costs are of course higher which is why you have to adopt the right approach to making it work.
Source – www.dma.org.uk