
From applying for a home loan to contacting friends and family, almost everything is done online. Seeing how dependent humans are on technology these days, you would think that online ads (pay-per-click, email, etc.) would have a much higher response rate than old-fashioned direct mail.
But that isn’t the case at all! In fact, according to the Data & Marketing Association, direct mail has a response rate 5 to 9 times greater than any other advertising medium. How can that be? What could be the reasons behind direct mail’s lingering success? Check out these three possible explanations.
(more…)