In 2017, almost 3 million pieces of direct mail passed through our building. That’s a lot of mail! Among them were catalogs, oversized postcards, standard mail, letter sets, etc. That’s three million chances for businesses to get their potential clients to take action. How well will it work? Let’s take a look.
As a business owner, you may have heard that direct mail made a comeback after the recession slump. Well, it never really left as a viable option; the recession just reduced the competition!
Direct mail is doing well today with or without recovery. Check out these stats from the Data and Marketing Association Response Report that we gleaned from Compu-Mail:
- Direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2 online display, .4% social media). This is the highest response rate the DMA has ever reported, since coming out with the Response Rate Report in 2003.
- At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).
- At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).
- The response rate for direct mail among people aged 18-21 years old is 12.4%.
The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).
So, what if you aren’t getting the responses for your direct mail that you see in these stats?
It all comes down to two things: 1. Foot-in-mouth problems 2. Attention to your target market and where they are in the 5 stages of awareness. This dictates copy (words), design, and timing of your mail piece.
Continue reading 3 Million chances to convert with direct mail
The U.S. Postal Service once again raising rates. Here are some details of the 2018 postage rate increase. This increase takes effect on Sunday January 21st.
First-Class Mail Letter rates are slated to increase from their current 49 cent rate to 50 cents. Now is a good time to buy Forever stamps, before the price goes up!
The postcard rate, which applies to individually mailed postcards measuring 4.25 x 6 or smaller, increases from 34 to 35 cents. The additional ounces charge for first class letters will remain at 21 cents, and international letters also hold steady at $1.15.
If you use metered postage in your office the rate also increases by one cent, from 46 cents to 47 cents.
Marketing mail (also known as standard mail) rates are slated to increase by an average of 1.94 percent. Included in this category are presort standard as well as the nonprofit rate. Presort Standard automated letters increase slightly less than the rest at only 1%, which is less than 1 cent increase. First Class Presort automated letters also see an estimated 1 cent per piece increase, from 40 to 41. Nonprofit automated letters hold at approximately 17 cents per piece.
The largest postage increases in this category target Flats, going up about 1.5% across the board.
Every Door Direct Mail
The USPS’s very successful Every Door Direct Mail program is also scheduled for a small increase from 15.6 cents to 15.7 cents on DDU shipments. The other categories also went up 1/10 cent each.
As in previous years, the main focus of the rate increase is on Shipping Services, which sees an average increase for Priority Mail of 3.9 percent, including a 5 cent increase on most Flat Rate shipping charges.
If you have any question or want to have your next mailing project quoted in advance please contact one our mail design experts.
Need the price chart?
Click here to download the PDF: 2018postage_prices