They Laughed When I Said I Use Direct Mail — But When They Saw The Response Rates!

So ya’ll seem to love Direct Mail stats, and I’m back with a few more from the ANA/DMA Response Rate Report.

Last time, I told you how direct mail adoption is now tied with social media (mind-blowing), and how response rates for both house and prospect lists have nearly doubled.

Today, I bring you a summary of which industries use direct mail and some details on their volumes — and an amazing response rate stat for lead generation.

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Which Industries Use Direct Mail?

Direct Mail for marketing campaigns is used by at least half of every industry segment in the DMA’s survey (n=176) — except for our friends in Technology (44%), Retail (44%), and B2B Services (34%).

Here are the top 11 industries in a graph:

Across those surveyed:

  • letter-sized envelope format produced the best overall response rate, at a stunning 15.1% (when used for lead generation); that’s no laughing matter!
  • almost 40% rely on their house mailing list, with an average monthly mail volume of 50K pieces or less
  • the median monthly mail volume for house mailing lists is 90K (which is down from last year)

The letter-sized envelope format produced the best overall response rate: 15.1% (when used for lead generation)

Concerning prospect mailing lists, almost half of those surveyed say their monthly mail volume is over 50K. The median volume is 101K (which is also down from last year).

Since you like cool bar charts, here’s the monthly direct mail volume, with a break-down by prospect & house lists:

[Related: Wait! Direct Mail Ain’t Dead?! (Aka: Direct Mail Ties with Social Media as the Second Most Used Medium)]

Your Turn

What do you think? If you use direct mail for lead gen, I would love to hear if you agree with these findings. Let’s hear it!

Extra credit: Who originally came up with this headline format?


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