Is your Direct Mail Being Read?

55% open something from a brand or company that they know
51% open it if it's personally addressed to them
50% open it if it's a product or service they already have interest in
39% open it if they can see it contains a free sample or a voucher
27% open it if it's a local business or event
21% open it because it's competition
15% open it if it's fun and interesting packaging
10% open it if it looks funny or silly
6% open it if they like the design or find the envelope attractive
3% open it if they like the color
12% open it for a variety of miscellaneous reasons
Source: CCB for MAP 2008- Research

The best question to ask yourself is, have you tried testing different direct mail strategies and tactics in search of the greatest percentage of opens and responses? If not, you are wasting a lot of money on direct mail that is not working for you. ROI, it's the name of the game!


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