Direct mail marketing touches most of us every day, at home and at work. The volume of direct mail consumers receive is so high that many refer to it as "junk mail." Direct mail hasn't disappeared, but has certainly declined in volume over the past 10 years. However, more marketers are adding mail to their array of integrated marketing tactics, because the engagement is growing as the clutter declines.
By definition, direct mail advertising is the process of sending offers or promotions by mail to current customers or others who may be prospects. Direct mail pieces may include a sales letter, brochure, order form and a prepaid envelope. Some companies advertise in a magazine-format piece or collection of inserts, combining with other companies for a more cost-effective effort.
(Source: Vericast, This Direct Mail Moment, 2022)
(Source: Lob/Comperemedia 2022 State of Direct Mail)
(Source: 2021 Valassis Consumer Intel Report)
Direct mail and COVID
The pandemic has allowed people to slow down and appreciate the things they didn't have time to before, including direct mail. According to a Valassis study, consumers have been looking forward to what they'll find in their mailbox.
Direct Mail Advertising relies heavily on commercial markets with nearly 80% of all revenue coming from such market. The breakdown is:
(Source: IBISWorld – Direct Mail Advertising, 2021)
Direct Mail Revenue
(Source: United States Postal Service, FY 2021 Annual Report to Congress)
For Additional Information on Direct Mail Marketing: Direct Marketing Association (DMA): http://thedma.org/ United States Postal Service (USPS): https://www.usps.com/business/promotions/direct-mail-brochure.pdf
Glossary: http://www.rab.com/public/reports/buysellterms.pdf FAQs: https://www.rab.com/whyradio/WRnew/faq/faq.cfm Statistics and Trends: http://www.rab.com/whyradio/
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