Question
What are the response rates for print marketing versus email?
Answer
Direct mail consistently beats email on response rate, which is why many marketers use both together.
| Channel | Response rate (house list) |
|---|---|
| Direct mail | 2.7% to 4.4% |
| around 0.6% |
- Figures come from the Data and Marketing Association
- Physical mail creates stronger recall than a crowded inbox
- Pairing mail with digital follow-up lifts overall results
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