As Seen on Total Retail: How to Boost Customer Acquisition With Direct Mail
Retail brands that leverage direct mail as a key performance channel will dominate the customer acquisition game this year. Our latest Total Retail article discusses new research on shifting consumer preferences, highlighting direct mail’s cost efficiency, personalization, and tangible impact for stronger engagement.
The following was originally published on Total Retail.
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As we leap into 2025, the name of the game for marketers is customer acquisition strategies that truly stick. And while digital tactics have their moment, there’s one trusty powerhouse that’s primed to deliver big results: direct mail. It’s the personal touch your audience is always looking for and it’s ready to take your marketing from “meh” to memorable.
What Consumers Want: The Dos and Don’ts of Direct Mail assesses key consumer insights regarding sentiments, influences and preferences related to direct mail. It highlights best practices that marketers can implement to enhance the effectiveness of their mail campaigns and drive conversions. Here’s what we learned about customer acquisition strategies for direct mail based on this year’s survey data.
The Quiet Leader in Customer Acquisition Strategies
To stay competitive in today’s market, marketers are investing nearly half (44 percent) of their budgets into customer acquisition campaigns across various direct response channels, with direct mail holding strong as a preferred choice. This preference for mail is supported by a significant dip in cost per acquisition (CPA) reported by marketers in 2024.
Two-thirds of respondents also revealed they now spend less than $150 per acquisition through direct mail, a sharp increase from 29 percent in 2023. When looking at the average CPA across all direct marketing channels, direct mail remains highly competitive. Sixty-one percent of marketers indicate they spend under $150, highlighting its efficiency and cost effectiveness as a direct response channel.
As you build your direct response programs, focus on scalable strategies that drive profitable customer acquisition. Don’t allocate budgets haphazardly across different channels. Instead, take an intentional approach to drive deeper connections, enhanced experiences, and increased sales.
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Head to Total Retail to discover how direct mail powered by hyper-personalization and engaging creative can fuel stronger connections.
Struggling to attract and retain customers? Contact a SeQuel Marketing Strategist to learn how we help top retailers drive measurable growth.