The decline in email open and click-through rates is one of the many reasons why direct mail has made a dramatic comeback in both usage and effectiveness. In 2016, direct mail response rates increased to 5.3% to house lists and 2.9% to prospect lists. Over the last decade, the US Postal Service handled 27.7% less mail than before. Less mail in the consumer's mailbox means less competition and a better chance of your direct mail piece being noticed, read, and responded to.