Responsible Response Rates

Responsible Response Rates

In many cases, driven by the growing concerns for the environmental impact that using paper has as part of customer communications, many organisations feel that they need to influence their customers to choose email or digital marketing channels over direct mail but, as the ANA/DMA report shows, they could be missing out on the results and high return of direct marketing activities by doing so.

Bank statements, brochures, catalogues, newsletters, sales letters and so Forth (pun intended) are all part of what we know as Direct Mail.

One of the main reasons to use Direct Mail, and the benefit to you as a business, is simply because it still pulls a higher response rate than any digital direct marketing medium! The ANA/DMA Response Rate Report 2018 shows that it has an 8% higher response rate compared to both social media and paid search options.


(Original Source: ANA/DMA Response Rate Report 2018 | Direct Mail – Median; Digital – CTR x Conv. Rate.)

A couple of the key highlights to take from this report, are findings such as;

  • Direct Mail is the second most used medium (57%), tied with social media.
  • 81% of survey respondents plan to maintain or increase usage of direct mail in the next 12 months
  • A letter-sized envelope for a lead generation campaign to a house file produced the best median response rate overall—15.1%.

However, we have said it before and we will say it again “When it comes to the environment, many people believe that going paperless is the most eco-friendly move a company can make. We here at Forth wanted to help in setting the record straight and stop the demonisation of those thin little slices of wood that have helped mould the evolution of society and humankind as a whole…”  Add some GREEN to those January BLUES

Two sides have published a detailed report about this very issue. Two Sides are a not-for-profit organisation with an aim to minimize the stigma that paper and the graphic communications supply chain is linked with.

Throughout the report, Two Sides go through the facts and myths to debunk the most commonly known misconceptions surrounding paper, its production & recycling process.

For a further read – click here.