Did you know that 64% of respondents in the 2021 Lob report, “The State of Direct Mail,” indicate that: “Direct mail delivers the highest response rate of any marketing channel they use” and “One third of respondents allocate up to 25% of their overall marketing budget to direct mail, while another quarter use 25-50% of their marketing budget for direct mail.” Why? Because they get results. In fact, data from the 2018 DMA Response Rate Report (available to members for a fee at https:// www.ana.net/miccontent/show/id/rr-2018-ana-dma-respose-rate ) shows direct mail response rates came in at 9% to a house list versus a 1% email response rate. What do your email open rates look like? While digital marketing is important, do you send physical, mailed pieces to your current and potential customers, too? By Melanie Rembrandt Where Is Your Print Newsletter? Customers are deleting your email messages right now!
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