What Is Direct Mail
First of all it’s an email, it’s dropping physical letter to houses.
Is It Dead Yet?
According to Google Trends data it’s certainly dying but not dead yet. The peak for direct mail was in 2014, since then the search interest slowly declined year over year.
Direct Mail Performance Benchmark (UK)
| Campaign Batch | Batch 1 | Batch 2 | Batch 3 |
|---|---|---|---|
| Send Vol | 10,671 | 22,973 | 74,314 |
| Cost per Letter | £0.4 | £0.4 | £0.4 |
| CPM | £430 | £430 | £380 |
| Visits | 222 | 599 | 696 |
| CTR | 2.1% | 2.6% | 0.9% |
| Cost per Visit | £21 | £16 | £41 |
| Qualified Lead | 38 | 86 | 229 |
| CVR | 17% | 14% | 33% |
| Cost Per Qualified Lead | £121 | £115 | £123 |
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