The average response rates for an email marketing campaign are about 1%. That means if you send out an email promoting a special on one of your books to 100 people, only one person will act on your email and buy the book—if you are lucky.
So, the question that marketers ask is: How can we increase this response rate?
The answer involves direct mail. Yes, it is more expensive. But it can also be more effective.
According to a study by Millward Brown, physical media generates a deeper brain activity than digital media, leaving a longer lasting memory when compared to email or television.
Studies also show that direct mail has the highest response rate when used in conjunction with digital channels such as email, website, and social media. Check out this infographic on The Power of Direct Mail & Digital.
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