Why Direct Mail Is
Far From Dead

April 4, 2022
Why direct mail is far from dead

In the late 90s and early 2000s, many marketers scaled back their print and direct mail marketing in exchange for digital and email options with the allure of lower costs and speedier activation. But after hitting a low point in 2005, direct mail has been on a steady incline. Why, you ask? The answer is simple, direct mail works!

Less competition

According to the U.S. Postal Service's data, the volume of U.S. mail has been on a steady decline for almost two decades, falling nearly 50% since 2006. Yet direct mail has seen growing response rates in that same timeframe. As much of the world has moved to online and paperless solutions for bill payment, account statements, and business communications, mailbox clutter has been significantly reduced. This shift in business communications has changed what consumers receive in the mail and how they perceive that mail.

Changing consumer perception

A recent Gallup poll revealed that 41% of Americans look forward to checking their mailbox daily. Although much of the mail consumers receive is marketing communications, many consumers report they look forward to learning about new brands or receiving offers for products and services from brands they are interested in already.

Proven results

The Data & Marketing Association reports that 42% of direct mail recipients take time to review or open the direct mail they receive. These results have been further enhanced over the last few years by the growing integration of tools like QR codes and PURLs. This allows consumers to interact with product or service information quickly and easily while helping marketers track actual consumer engagement.

To learn more about how you can improve your omnichannel marketing efforts, visit https://www.taylormda.com/#programs


Contact www.taylormda.com/Contact get in touch with one of our Marketing Advantage Program experts.