Direct Mail volume may be down, but it’s far from OUT! Total direct mail has declined in volume over the past 10 years, but more marketers are adding mail to their array of integrated marketing tactics because the engagement is growing as the clutter declines. Personalization and relevance is key and the ability to identify and mail to your perfect candidate has never been higher. Mailing costs can be higher than other media, but scale and ROI remain strong when direct mail is delivered to a well targeted audience. Source Data & Marketing Association:
100.7 Million US adults made catalog purchases in 2016
Volume of direct mail and total mail is down which increases visibility
Response rates are increasing
People read postcards in greater numbers with a 3.9% year-over-year increase (USPS Household Diary Study.)
According to the research, all age groups are interested in receiving and responding to mail.
For ages 18-21, response rates doubled in 2016! (USPS Household Diary Study)