Often overlooked amidst an increasing focus on online, social media, and email advertising, retail direct mail remains the best channel for engaging current and prospective buyers and achieving measurable, cost-effective marketing results. The value of retail direct mail can be seen in a wide range of eye-opening statistics that have surprised many online marketers who erroneously believe that direct mail is an outdated and ineffective marketing channel.

According to a recent study by Target Market Magazine, direct mail is the highest-scoring form of marketing for consumer marketers with higher ROI and contact retention than social media. Optimized direct mail campaigns, according to Melissa Data, an address data company for businesses, achieve response rates of 6.5%. This is vastly higher than the Direct Marketing Association’s reported average conversion rates for email (0.21%), paid online search (0.22%), and online display ads (0.4%).

In total, 79% of households say they read or scan direct mail advertising, and 39% of customers say they try a business because of direct mail campaigns. Even more surprising is the preference for direct mail among younger buyers. According to Forbes Online, 18 to 34 year-olds actually prefer to learn about products and services through direct mail. When you add up these numbers and insights, it’s no wonder why direct mail still composes 52.7% of annual marketing expenditures in the United States.

When you need to reach new and current customers in your local area and drive traffic, opportunities, and sales to your business, retail direct mail remains your best option.