Five Stats That Show How Direct Mail Marketing Still Has a Place

Direct mail campaigns

Though online and digital marketing are consistently growing and more and more businesses are moving away from traditional options, there is still a place for direct mail campaigns. In fact, working with color printing services and sending out brochures and other materials in the mail can be quite rewarding for businesses who are looking to build a more visible brand and set themselves apart from the competition. For the most part, the latest direct mail statistics support that idea.

  • According to Epsilon’s 2012 Channel Preference Study, nearly three-quarters of consumers in the U.S. and 67% of Canadians said that they prefer direct mail for brand communications because it allows them to read the information at their conveniences. On top of that, more than 60% of people in both countries actually said that they enjoy checking the mailbox to see if they received anything.
  • “I enjoy getting postal mail from brands about new products” might not be the sexiest statement ever. But the Epsilon study found that 59% of American and 65% of Canadian respondents agreed with it.
  • Though there are certainly consumers who prefer to get emails rather than printed materials, they might not be as likely to read the content they get at all, let alone right away. However, the 2012 USPS 2012 Mail Moment Study found that the person who collects mail in 80% of homes will do so at the first opportunity. One the mail is brought inside, 80% will sort it right away while just 18% wait until later on. That can be drastically different than how people view emails, and lead to more responses.
  • While most companies are spending more money on SEO, social media, and other internet marketing strategies, direct mail statistics certainly show that businesses are also willing to increase the amount they spend on direct mail. The 2013 Target Marketing Magazine Media Usage Forecast found that 80% of marketers planned to invest in direct mail marketing last year, and 28% planned to increase their budgets.
  • Businesses are often willing to pay direct mail costs because, quite simply, they are worthwhile. U.S. advertisers who spend $167 per person on direct mail will generally earn more than $2,000 in sales, a return of around 1,300%.

Recent direct mail statistics show that, despite the fact that online marketing has become an important tool for success, traditional marketing techniques still play a valuable role for companies looking to attract new customers and grow. Finding the balance between online and direct mail strategies might be key for long-term success. See this link for more.

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