Direct Mail Benchmarks From DMA
In my years following the direct marketing field, one of the resources I've most appreciated is the Direct Marketing Association's annual roundup of direct and interactive marketing statistics, the DMA Statistical Fact Book. Each year, this compilation of research studies—this year, 40 prominent sources—offers benchmarks and other metrics related to nearly a dozen categories: Internet, mobile marketing, social media, catalog, consumer demographics, direct mail, direct marketing overview, email, nonprofit and USPS information.
Examining direct mail-related data, here are a few stats from this year's edition that jump out at me. Did you know:
- The mean cost per order or lead for a letter-sized direct mail piece sent to a house file is $19.35, and the same sent to a prospect or total file is $51.30. —"DMA Response Rate Report," 2012.
- More than 12.5 million consumers purchased prescription drugs via a mail or phone order. —Experian Simmons "National Consumer Study," 2012.
- In the food category, 16.8 percent of coupons redeemed originated from the Internet, home-printed; another 6.6 percent originated from direct mail. —Valassis/NCH Marketing Services, "Coupon Facts Reports," 2013.
- The salary range of marketing analytics directors with 7+ years' experience was $119,300 to $131,500. —Crandall Associates, 2012.
- 54.5 percent of U.S. Households read, looked at, or set aside for later reading, their letter-sized enveloped direct mail pieces in 2011. For larger than letter-size envelope mail, 67.2 percent did the same. —USPS "Household Diary Study," 2012.
- Mail order companies have the highest percentage of pieces addressed to specific household members—97.1 percent of their direct mail, while Restaurants have the least—16.2 percent. —USPS "Household Diary Study," 2012.
- The response rate for credit card mailings in 2012 was 0.6 percent—down from 2.2 percent in 1993, but up from 0.3 percent in 2005. —Ipsos/Synovate Mail Monitor, 2012.
- In 2012, 54.2 percent of total value of U.S. Mail is attributable to direct mail advertising across all classes. —DMA/USPS "Revenue, Pieces and Weight by Class of Mail and Special Services," 1990-2012.
- In the U.S., direct mail marketing spend held steady at $45.2 billion between 2011 and 2012. It stood at $43.8 billion in 2009. —Winterberry Group, 2013.
- After peaking at 19.6 billion catalogs mailed (in the U.S.) in 2007, only 11.8 billion catalogs were mailed in 2012. —DMA/USPS "Revenue, Pieces and Weight by Class of Mail and Special Services," 2012.
- Of 11,743 catalogs in the U.S., 94.1 percent of catalogs have an online version—MediaFinder.com, "National Directory of Catalogs," 2012.
No wonder the 200-page DMA Statistical Fact Book is—year to year—among DMA's best sellers in its bookstore. It's available for purchase via DMA's online bookstore. The cost is $249 for DMA members and $499 for non-members: https://imis.the-dma.org/bookstore/ProductSingle.cfm?p=0D45047B|4DA56D9737FF45DF90CA1DA713E16B80