The response to addressed advertising mail, or direct mail, is increasing. Over the past four years, the average response has increased by 69 percent: from 16 to 27 percent. This is apparent from a study by MetrixLab commissioned by PostNL among more than 400 direct mail cases.
The response rate is highest for the fashion industry and the retail sector, at 31 and 25 percent respectively. It is lowest among the media, insurers and the telecom sector, at 7 percent.
Direct mailing to hold the attention of the readers. For example, recipients who open the mailings read them on average for 2.2 minutes.
Direct mail can be used to transfer knowledge, according to the research. In addition, it is a means to increase the visit to your store or website or to stimulate (online) sales.
Over the past four years, an average of 27 percent of recipients take one of these actions after receiving a direct mailing. In comparison, the CTR of an email is 7.7 percent.
Source: Nieuws – Emerce by www.emerce.nl.
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