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Direct Mail Delivers Best B2C ROI

According to Target Marketing's Annual Media Usage Survey of 19,600 of its print magazine subscribers who have opted to receive emails, direct mail delivers the best ROI in both B2C customer acquisition and retention.


Remember, Return-on-Investment (ROI) is defined as the best return, i.e. revenue divided by cost of acquisition. We found it impressive that even when you factor in print's higher cost per unit than email, a majority of readers found its ROI highest when compared with other marketing approaches that have a lower unit cost.

Among B2B marketers, print did well, as well, with respondents indicating print had the second highest ROI behind email.

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You can find the article with the full results here.



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