MORGAN HILL, CA
News Facts: Laurie Beasley, President of Beasley Direct Marketing, Inc. was asked by the Direct Marketing Association to write the introduction to the Direct Mail response rates section of the newly released DMA Statistical Fact Book 2015. Several insights were included in Ms. Beasley’s introduction, including two key findings:
- Direct Mail response rates for most direct mail marketers have declined significantly since 1987, which accounts for a lower mail volume. But response rates for department store direct mail have increased 2.5 times during that same period. When mailing first class, both department stores and credit card marketers have seen their response rates double between 1987 and 2013.¹
- And when the DMA analyzed who “will read immediately”, positive intent by 22-24 year olds increased from 35.6 to 41.2 percent 1987 to 2013. Perhaps marketers have learned how to target emerging consumers with relevant messages and offers.²
Ms. Beasley concludes: A new generation is reading direct mail, and paying attention. Now it’s up to the marketers to train them and nurture them to become lifelong consumers and enthusiasts for direct mail marketing.
¹ The DMA 2015 Statistical Fact Book, USPS Household Diary Study, 2014, p. 61
² The DMA 2015 Statistical Fact Book, USPS Household Diary Study, 2014, p. 68
Laurie B. Beasley is co-founder and president of Beasley Direct Marketing, Inc. Beasley Direct is a Silicon Valley direct marketing agency that has managed search, email, online, and demand generation campaigns for nearly 100 companies. Ms. Beasley serves as President of the Direct Marketing Association of Northern California www.DMAnc.org. Laurie manages the eMarketing Roundtable for the BMA Northern Californiawww.NorCalBMA.org. She is also an instructor of online marketing at UC Berkeley Extension and teaches for the Online Marketing Institutewww.onlinemarketinginstitute.org. Ms. Beasley frequently speaks on online marketing and demand generation topics for marketing organizations, including the DMA, BMA, AMA, Tech Council, and the Online Marketing Summit.
Beasley Direct Marketing, Inc. is known for bringing the latest marketing strategies to online and direct marketing. Beasley Direct provides services in email marketing, search engine optimization, social media, pay-per-click (PPC) advertising, website design, media planning, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct Marketing, Inc. helps clients in both B2B and B2C marketing. Beasley Direct Marketing is privately held and headquartered in the Silicon Valley suburb, Morgan Hill, California. For more information, go to www.BeasleyDirect.com or call Laurie Beasley, President, at 408-782-0046 x21 or email [email protected].
Direct Marketing Association (DMA)
The Direct Marketing Association (thedma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development. In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs. The real value of data is in its exchange across the DDME: 70 percent of the value of the DDME — $110 billion in revenue and 478,000 jobs — depends on the ability of firms to exchange data across the DDME..