Response rates for direct marketing are higher than one might think,

Direct marketing, contrary to popular belief, actually performs very well across all age demographics, particularly due to evolving targeting techniques. About 75% of households at least scan direct mail advertisements, per the U.S. Postal Service. Direct mail has the higher response rate compared to digital methods.

Financial services companies are the highest users of direct mail, with 71% of banks and credit unions using this method, according to the DMA Response Rate Report 2016 by Deborah Haskel, precisely because it is effective. Think about how many Capital One and other big brand card company direct mailers you receive in a week. They know it works. That also means, however, that financial institutions must be on message for their brand, marketing must speak appropriately to different borrowers, and they must be creative to distinguish themselves from the pack. Nearly half of companies (46%) plan to maintain their direct mailing levels, while another 35% plan to increase. Modern data analytics and targeting make direct mail offers even more worthwhile to financial institutions and their recipients.

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