Enterprise marketers say their top challenges with direct mail campaigns are poor response rates and bad address data, according to recent research from Lob.
The report was based on data from a survey of 250 marketing professionals who work for companies in North America with 1,000 or more employees.
Some 36% of respondents cite poor response rates as among their top three challenges with direct mail campaigns, and 32% cite bad address data (up 25% from a similar study conducted in 2022).
Two-thirds of marketers say they are not able to determine the ROI of their direct mail campaigns.
Respondents say the top ways they try to measure the ROI of their direct mail campaigns are via individual customer activity within a specific time period (46% say they measure) and via QR codes (41%).
A third of marketers say they partner with an agency to help with their direct mail campaigns.
Marketers say the top improvements they're making to their direct mail campaigns are creating more appealing design, copywriting, and calls to action (14% cite); better integrating with their digital efforts (11%); and adopting new technologies (11%).
About the research: The report was based on data from a survey of 250 marketing professionals who work for companies in North America with 1,000 or more employees.
