From: Tully's Letters
I received a direct mailing today from a company that wants me to buy better paper for the direct mail campaigns I produce. Inside are a few interesting statistics, which I am sharing here in case you aren't on their mailing list:
- In stores, scents can increase sales by up to 350%. Combining aromas with textures and sounds increases customer loyalty by 110%. (In direct mail, I think they're suggesting scratch & sniff) Source: James Murphy, "Concerns grow over marketing's full sensory assault." Medica, June 17, 2005.
- Catalog and retail stores are among the most successful direct mail marketers, with response rates averaging over 7%. Source: The Direct Marketing Association, The DMA 2005 Response Rate Report.
- Dimensional direct mail posts an overall response rate of 3.67%, compared to 2.77% for flat mail. Source: The Direct Marketing Association, The DMA 2005 Response Rate Report.
- Recipients of catalogs and other direct mail have a combined online purchase rate of 28%. Source: USPS, The Multi-Channel Catalog Study, 2004.
- 73% of wired households prefer to get information on new products and promotions via direct mail. Source: ICR Research Group, "Connected Households Still Prefer Regular Mail," icrsurvey.com, 2001.
- Online shoppers who interact with brands using multiple media spend 30% more than those using a single medium. Source: USPS, Mail and the Internet, 2006.
