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Email Marketing and Direct Mail: Numbers and Efficacy

A week or two ago, I read an article (and don’t ask me to remember where) that said that direct mail was more effective than email marketing. Now, after drying off my computer and monitor from the spit-take that statement induced from me, I thought to myself, “I’ve worked with both email and direct mail. I know this statement is a bunch of baloney.”

In my experience, a good direct mail campaign gives you a 1% conversion rate. A great campaign? Two percent. An out-of-this-world campaign? Three percent.

In email marketing, odds are a 3% conversion rate isn’t considered very good (obviously, it depends on what you’re selling).

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