Direct mail marketing is all about numbers. The effectiveness of a marketing strategy is, in the end, based on the number of people from your target audience have become customers or leads. The higher that number is, the more effective the direct mail marketing strategy has been. Of all the various marketing techniques used to generate sales and leads, direct mail marketing works as well as any other, and better than most. Some organizations ignore paid marketing and try cheaper techniques such as online marketing and social media, but they keep themselves from taking the opportunity to make the most of their time and effort. These are some of the reasons why more organizations should consider investing in direct mail marketing campaigns.
According to the 2012 Channel Preference Survey from ExactTarget, 65% of people who receive direct mail have made a purchase or contacted the sender in some way.
Physical media causes a more emotional connection. According to one study, physical media "leaves a deeper footprint in the brain" and produces "more brain responses connected with internal feelings, suggesting greater internalization of the ads."
Catalogs are still very cost-effective marketing tools. According to the Direct Marketing Association Statistical Fact Book 2011 and Deliver Magazine, when comparing promotional materials based on their cost, catalogs are more affordable than email!