Chief Marketing Officer
Council World Wide

Follow Us:
Join CMO Council's Network on LinkedIn Follow CMO Council on Twitter Watch CMO Council on YouTube
Strategic Interest Groups button
Content ROI

Look for technology and marketing thought leadership every month from Marketing Magnified.

Sign up for the Mailing List
Please Sign In here:
home / facts & stats / direct marketing

Email marketing yields an average 4,300% return on investment for businesses in the United States. ddd July 2015 1

Digital display ad spending by US retailers was also more programmatic-heavy than in any other industry. Retailers are spending 70.0% of digital display budgets on programmatic buys this year. Overall, the industry will spend $3.71 billion on programmatic digital display ads in 2015.  June 2015 2

Television is no longer a focused content activity. In 2014, 78% of US Internet users accessed second screens during shows and 71% did so during ads. The biggest second screen activities by far are checking email and social media, time filler, content snacking activities that often require little thought.ddd March 2015 3

People want to be in control of the content they receive: 86% of people skip TV commercials. 44% of direct mail is never opened. 91% of people have unsubscribed from company emails they previously opted into. February 2015 4

American companies send an average of 1.47 million emails per month. ddd January 2015 5

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. January 2015 6

Click through rate (CTR) of emails is higher when using the recipients first name in the subject line over no use of the first name.ddd January 2015 7

Saturday has the highest email CTR at over 9% (Sunday is second just under 9%). January 2015 8

Adding social sharing buttons to email messages an increase click-through rates by more than 150%.ddd December 2014 9

Spam averaged between 71 and 80% of all emails sent globally during the fourth quarter of 2012. November 2014 10

Email shows high engagement rates with an average of 3.75 pageviews per visit, and achieves the highest comparative conversion rate at 2.9%.ddd November 2014 11

Today's consumers no longer care about where they are or what device they are using when interacting with a brand, as 58 percent of Millennials expect to engage with a company whenever they choose and via whichever channel they want. July 2014 12

Millennials touch their smartphones 43 times per day, and 30 percent admit they touch more than four devices over the course of 24 hours.ddd July 2014 13

Sixty percent of Millennials surveyed expect a consistent experience from brands whether they interact online, in store or via phone. July 2014 14

Fifty-two percent of over-performers say that their organizations leveraged data and analytics to improve marketing effectiveness compared to just 35 percent of under-performers.ddd July 2014 15

Direct Marketing produced $2.05 trillion in sales in 2012 - representing roughly 8.7% of US GDP. November 2013 16

"Traditional offline marketing," which includes direct mailers, was a $93.6 billion industry in 2012.ddd October 2013 17

Four-fifths (79 per cent) of consumers will act on direct mail immediately compared to only 45 per cent who say they deal with email straightaway. October 2013 18

Direct mail is the preferred channel for receiving marketing from local shops (51 per cent) and banks (48 per cent), while email is preferred for events and competitions (50 per cent each).ddd October 2013 19

After dropping off in 2012 from exceptionally high levels in 2011, credit card direct mail solicitations headed higher again this year, up by 22 percent through June compared with the same time last year. August 2013 20

According to Winterberry Group, spending on direct mail in 2013 in the U.S. is expected to decline by 0.9% to $44.8 billion, while all direct and digital marketing is expected to rise by 5.9% to $137.2 billion.ddd August 2013 21

Direct mail remains the largest single direct marketing expenditure, followed closely by teleservices at $41.2 billion. August 2013 22

Based on a survey of teenagers ages 13 to 18, found that most teens (79%) still like to consume their favorite TV content on their home television set. This is followed by 60% who prefer a theater, 59% who prefer Netflix, 53% who prefer Youtube, and 34% who prefer cable/satellite.ddd July 2013 23

Contact frequencies dropped four per cent from 2012, as consumers received no more than two emails per month per brand on average, though conversion rates from email have risen above search by 60 per cent. July 2013 24

A study by the Direct Marketing Association (DMA) has revealed that marketing email volumes reached an all-time high during the first half of last year, with more than three million of the messages being sent monthly on average.ddd July 2013 25

Sixty-six percent of U.S. consumers and 49% of U.S. marketers believe television commercials are significantly more important and effective than online advertisements. June 2013 26

Direct mail has a better response rate than email — 25 percent vs. 23 percent — but direct mail costs about 100 times as much according to the Harvard Business Review.ddd June 2013 27

Direct mail — yes junk mail via snail mail — still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads, and 0.22% for paid search. May 2013 28

In America alone, people spent $170 billion on “direct marketing”—junk mail of both the physical and electronic varieties—last year. Yet of those who received unsolicited adverts through the post, only 3% bought anything as a result.ddd May 2013 29

12% of direct marketers surveyed say they intend to decrease direct mail spend in 2013. May 2013 30

In 2012 the average response rate for direct mail was 4.4 percent for both business to business and business to consumer mailings, considerably higher than industry expectations. Envelope-sized direct mail letters achieve a 3.4 percent response rate when mailed to a house list, and a 1.28 percent response rate when mailed to a prospect list.ddd April 2013 31

A recent Direct Mail Information Service report highlights that over three quarters of direct mail is opened by the recipients whilst 63% read the contents. April 2013 32

45% of marketers cite email as the channel they use most to connect with brands they trust, and 49% of non-smartphone consumers and 36% of smartphone consumers say the same. [However], marketers are much more likely to make a purchase after receiving an email (93%) than consumers (49%).ddd February 2013 33

Forty-seven percent of digital and direct agencies and marketing companies plan to add staff in the first quarter. January 2013 34

Traditional marketing tactics are not dead. 74% of B2B marketers rate direct mail as very effective, while 72% say the same about live events and 71% call email marketing critical.ddd January 2013 35

Average cost per acquisition using direct mail is $51.40. December 2012 36

In a USPS poll, 64% of customers said they valued the mail they received, only 36% of business owners believed customers valued their mailings.ddd November 2012 37

Targeted directed mail boasts a 4.4% response rate, compared to email’s rate of 0.12% November 2012 38

54% of mailed postcards are read by recipients.ddd November 2012 39

In a study performed by Epsilon, 60% prefer direct mail over e-mail or other mailing methods in 14 different categories relating to information in many areas. November 2012 40

Emails containing special offers, discounts or vouchers still remain the most popular type of email, with money-off emails taking the top spot with 55%, followed by free delivery at 13% and loyalty coupons at 12%.ddd October 2012 41

The volume of emails being sent is also increasing with the number of people receiving 20 or more emails a week from brands jumping form 50% in 2011 to 55% in 2012. October 2012 42

Research also showed that 91% of consumers still access emails primarily through their desktop computer despite the boom in the mobile web.ddd October 2012 43

Over the past decade, the percentage reading a print newspaper has fallen by 18 points (from 41% to 23%). October 2012 44

Spending on direct marketing, which uses consumer data lists, continues to grow at a healthy 5 percent clip, accounting for more than $163 billion last year, or half of the total advertising spending in the U.S. Digital channels are a big part of that growth, making up nearly 20 percent of the total.ddd October 2012 45

The global Social TV market revenue is expected to grow from $151.14 billion in 2012 to $256.44 billion by 2017, at an estimated CAGR of 11.2% from 2012 to 2017. October 2012 46

Indeed, according to Forrester Research, by 2012, B2B spending on search, web advertising, email and mobile is expected to reach $5.7 billion.ddd October 2012 47

Based on the Direct Mail Statistics 2012 infographic, it has been seen that 21.9 million UK adults have taken action after receiving a direct mail in the year 2011. October 2012 48

According to Print Media Centr’s data, the print industry is made up of $640 Billion with a projected increase of 50% on orders online by 2017.ddd October 2012 49

Over 2,200 mobile action codes, such as QR Codes, image recognition and digital watermarks, were used in the U.S.'s top print magazines in the second quarter of 2012, up 61% on the previous quarter. October 2012 50

According to the Direct Marketing Association, typical response rates are 4.4% for direct mail (overall), 4.3% for catalogs and 3.4% for a direct mail letter.ddd October 2012 51

According to a Ritter’s Communication study, 50 percent of people say they pay more attention to direct mail than any other media. October 2012 52

The 2012 Small Business Marketing Survey released by Pitney Bowes found 80 percent [of small business marketers] did not measure direct mail and 73 percent did not measure email.ddd October 2012 53

65% of people who receive direct mail have made a purchase or engages in a different marketing channel as instigated by the sender, placing in at second behind e-mail (66%). September 2012 54

Research recently conducted by Triton Digital found that while subscribers find social media fun to read and converse in, 20 percent of people said they trusted printed media much more.ddd September 2012 55

When measuring different promotional materials based on their cost per order, [a company] need[s] to purchase $47.61US worth of catalogs to land an order. This is more affordable compared to paid search ($99.47US) and e-mail ($53.85US). September 2012 56

According to the DMA, direct marketing spend in the U.S. is will grow 3.4% in 2012 to $168.5 billion. ddd September 2012 57

Only 13% of SMBs in Canada use social media, while 52% of SMBs were not using social media at all. September 2012 58

$46.9 billion: The expected amount of direct mail expenditures in 2012.ddd August 2012 59

According to recent data, consumers received 5 billion pieces of direct mail in 2011, compared to 3.6 billion in 2010.... [and] forecasts [show] that mail sales will continue to rise at a rate of 2.4 percent over the next two years. August 2012 60

Of the 21.9 million UK adults to respond to direct mail, 6.2 million went online to order something, and 7.3m went to a store to order something in person.ddd July 2012 61

According to DMA's 2012 Response Rate Report, response rates for direct mail to an existing customer average[d] 3.40%, compared with 0.12% for email, which is roughly a 30-fold difference. June 2012 62

While telemarketing dominates response rates among existing customers with a 12.95 percent rate, direct mail is one of the main players with a 3.40 percent response rate. Compared to emails sent to existing customers (just a 0.12 percent response rate), direct mail has 30 times the chance of receiving a response from the customer. June 2012 63

The response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. June 2012 64

Prospect response rates across direct marketing channels: Telephone (8.21%), oversized mail (1.44%), letter-sized direct mail (1.28%), postcard (1.12%) and catalog (0.94%). June 2012 65

The conversion rate for email is 0.21%. Conversion rates for paid search and display ads are 0.22% and 0.04%, respectively. June 2012 66

Cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for paid search ($52.58), post card ($54.10), and email ($55.24). June 2012 67

When examining return on investment, email ($28.50) far surpasses direct mail ($7.00). This mirrors survey findings from Target Marketing released in February 2012, in which a plurality of B2B marketers cited email as delivering the strongest ROI for both customer retention and customer acquisition, ahead of direct mail. Even so, that same survey found more B2C marketers saying that direct mail delivered the strongest ROI than email. June 2012 68

According to the DMA report, telephone marketing may have the highest response rates, but it also has the highest costs, at nearly $78 per order or lead for a house list, and $190 for a prospect list. June 2012 69

Data reveals that only 6% of the actions following an online display ad occur immediately following a click, suggesting that click-through rates drastically underestimate online display’s impact. June 2012 70

The transactional data finds financial services emails have email open rates of more than 30%, highest among the verticals studied. Retail (apparel) emails have open rates averaging 14.7%, slightly less than for publishing and media (14.9%). Publishing and media leads with the highest action rates per impression (0.13%). June 2012 71

CPG boasted the highest email click to open rate (46.5%). June 2012 72

For letter-sized mailings, B2C outperformed B2B in response rates, 4.01% to 3.12%. June 2012 73

In general, for 2012, an investment of $1 in direct marketing ad expenditures is predicted to return, on average, $12.18 in incremental revenue across all industries. June 2012 74

36% of responding U.S. consumers in a recent marketing study said they prefer receiving financial information in their traditional mail box. May 2012 75

In the business to business market, 79% of professionals consider direct mail to be “effective” or “very effective”. May 2012 76

57% of the respondents in HubSpot's State of Inbound Marketing study reported that they have acquired a customer through their company blog, 62% through LinkedIn, 53% through Facebook, and 44% through Twitter. May 2012 77

89% of marketers are maintaining or increasing their inbound marketing budgets. May 2012 78

In general, for 2012, an investment of $1 in direct marketing ad expenditures is up -- it is predicted to return, on average, $12.18 in incremental revenue across all industries. In comparison, non-DM ROI is expected to be $5.26 in 2012. May 2012 79

According to research from GfK MRI Starch, 61% of U.S. magazine readers took action, or planned to take action, based on specific advertising seen in magazines. April 2012 80

The effect of this near-constant switching is that digital natives are less likely to experience wide ranges of emotional responses. In fact, they were also more likely to than digital immigrants to be easily bored (47% vs. 36%), easily distracted (43% vs. 34%), and get nervous easily (47% vs. 33%). April 2012 81

The cost per lead in outbound marketing is 62% more than for inbound marketing. March 2012 82

57% of marketing and advertising executives in organizations with revenues of $10 million or more said that most of their spending in 2011 went to traditional efforts. March 2012 83

SourceLink’s latest “Client Marketing and Transactional Document Survey” revealed, over 88 percent of respondents declared direct marketing to be the engine of choice in reaching their marketing objectives March 2012 84

Direct mail has the highest rate of success in new customer acquisition at 34% compared with other marketing channels. February 2012 85

According to a September 2011 online survey by the Canadian Council of Public Relations Firms (CCPRF), internet users in Canada preferred product information from traditional media like newspapers (86%), TV (83%) and radio (78%) over digital media sources like blogs (29%), Facebook (21%) and Twitter (15%). February 2012 86

A study cited in the Ballantine white paper uncovered promising trends in consumer behavior for direct mailers: 85% of consumers sort through and read selected mailpieces each day, 75% of consumers are examining mail more closely, 40% have tried a new business after receiving direct mail January 2012 87

In 2011, outdoor spending slowed during the third quarter, but still registered gains of 3.2% for Q3 and 8.6% for the first 9 months. January 2012 88

Magazine media spending declined 1.2% for Q3, but rose 1.5% for the year-to-date. The top 10 magazine advertisers invested $2.7 billion in the medium for the year-to-date, a decrease of 2.8%. As a proportion of total magazine ad spending by all advertisers, the top 10 accounted for 17.1%. January 2012 89

The newspaper sector posted the worst figures of all media, experiencing a 3.7% decline in spending in Q3 2011 compared to Q3 2010, and 3.8% decrease for the year-to-date. Local newspapers, despite robust budgets from local auto dealers and an uptick in financial advertising, saw a 4.4% spending decline in Q3, and were down 3.9% year-to-date. January 2012 90

According to December figures from eMarketer, although newspapers accounted for 15% of all US ad spending in 2011, they held just a 4% share of adults’ daily media time. Magazines also held a much larger share of ad spending than daily media time, at 9.7% and 2.8%, respectively. January 2012 91

eMarketer estimated that mobile accounted for 10.1% share of adults’ media time each day, but less than 1% of ad dollars. TV (42.5% vs. 42.2%), internet (25.9% vs. 21.9%), and radio (14.6% vs. 10.9%) all also displayed a higher share of adults’ daily time than share of US ad spending. January 2012 92

In 2011, the pace of spending in radio media was more muted, but remained steady, up a modest 1.1% in Q3 and 1.2% for the year-to-date, driven by over 2% growth in local radio and network radio advertising. January 2012 93

According to a recent survey, Americans have declared their preference for paper-based media in a digital world with 70% stating they prefer to read print and paper communications than reading off a screen. January 2012 94

75% of consumers are saying that they are examining their mail more closely in the recent months to search for coupons and discounts. January 2012 95

40% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using. January 2012 96

49 percent of email marketers find that a mid-day (10:00 a.m. to 2:00 p.m.) email blast produces the highest ROI. January 2012 97

22% [of consumers] prefer receiving updates from traditional offline ads such as TV commercials and billboards, and 8% from mailed flyers. December 2011 98

Consumers indicate that mailed flyers are their least preferred update method (15%), (25%) and traditional offline ads (23%) among the least-favored methods. December 2011 99

After the internet, the main contributor to global ad growth is television, which ZenithOptimedia forecast[s] to supply 41.1% of new ad dollars between 2011 and 2014. December 2011 100

Eighty-six percent (86%) of adults say that TV advertising has the most impact on their buying decisions. December 2011 101

Fifty percent of U.S. consumers prefer direct mail to email, according to a study released by marketing services firm Epsilon. December 2011 102

18 percent of young people between the ages of 22 and 24 say they will respond to direct mail. November 2011 103

Information Resources has reported an average 8% lift in brand retail sales over the course of a year as a result of TV advertising. October 2011 104

Marketers will spend $163 billion on direct marketing in 2011, a 5.6% increase compared with last year, according to a report released by the Direct Marketing Association (DMA). October 2011 105

Telemarketing is expected to remain the top spending channel, growing by 0.8% next year to $36.9 billion. October 2011 106

Internet marketing is expected to drive $576 billion in sales this year compared to direct mail’s $630.5 billion. October 2011 107

US consumers redeemed 1.75 billion CPG coupons in the first half of 2011, according to July 2011 data from NCH Marketing. This represents a 2.9% increase from 1.7 billion CPG coupons redeemed in the first half of 2010. July 2011 108

According to a report from RIS News and business consultant Cognizant, "2011 Shopper Experience Study, Taking the Store to the Shopper," the Internet is "the source most shoppers access for product information, but this is not true for all retail verticals."  Newspaper ads remain the top choice for grocery shoppers (chosen by 40%) and relatively strong with those shopping for home goods (16%), as well as apparel shoppers (11%).   June 2011 109

Borrell’s Local Ad Spending Report (LA$R™) shows annual declines over the next five years averaging 14 percent for local yellow pages advertising and 11 percent for local direct mail advertising. June 2011 110

Radio’s top five Q1 2011 revenue categories based on [ad] spot spending are: * Communications/Cellular: $338M * Auto Dealers/Dealer Groups/Manufacturers: $333M * Television/Networks/Cable Providers: $295M * Restaurants: $262M * Financial Services : $212M June 2011 111

The typical [non-profit] organization receives more than three-quarters of its total gifts through direct mail and only 10% of its gifts online. The typical organization receives more than three-quarters of its total gifts through direct mail and only 10% of its gifts online. May 2011 112

Out of home advertising revenue rose 4.2 percent in the first quarter of 2011 compared to the same period in 2010, accounting for nearly $1.4 billion in total revenue, according to the Outdoor Advertising Association of America (OAAA). May 2011 113

Four out of five U.S. adults (79%) say they took action as a result of newspaper advertising in the past month, according to data from "How America Shops and Spends 2011," a survey of 2,500 U.S. adults conducted by an independent research firm for the Newspaper Association of America. April 2011 114

Data from the “Internet Radio Advertising & Impact Study” indicates 49% of internet radio users spend 22 or more hours online per week, compared to 43% of non-internet radio users. April 2011 115

Broadcast radio ad recall and response rates significantly increase when combined with internet radio use. The data reveal[ed] a 3.5-times difference in ad response between broadcast radio-only listeners and those who listen to both broadcast and internet radio (less than 10% compared to more than 25%). April 2011 116

Looking at offline channels used for marketing [in the Middle East and North Africa], printed media comes out on top, with over two-thirds of companies (69%) using newspapers and magazines for marketing. April 2011 117

B2B companies were significantly more likely (52%) than B2C companies (33%) to use webinars or teleseminars. April 2011 118

SocialMedia Examiner's 2011 survey [found] that only press releases have a high rate of planned usage, with a combined 80% of social marketers planning on increasing their press release usage or keeping it the same. This contrasts with combined increased/sustained usage rates for media including sponsorships (58%), direct mail (47%), print ads (45%), radio ads (27%), and TV ads (21%). April 2011 119

The total value of all CPG coupons distributed in the US last year equaled $485 billion, up 13.9% from $426 billion the prior year. Since 2006, when total value equaled $329 billion, the figure has increased 47.4%, with year-over-year increases in every individual year. April 2011 120

The largest difference in the breakdown of non-FSI coupon media was an 11.5% higher percentage distributed via in-store handouts (5.8%). April 2011 121

In TV, commercials make up 25% of viewing time; in online video, it’s just 1.6%. February 2011 122

Almost a third (30 percent) of marketers claim that video advertising will be their single biggest investment for the year. February 2011 123

Magazines will lose market share and decline at a 5% CAGR through the period. January 2011 124

« View Fewer

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333

Legal Notice | Privacy Policy | Terms of Use | Sitemap | Contact © 2016 CMO Council. 1494 Hamilton Way, San Jose, CA 95125