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CREATE A PROFILE: Direct Mail

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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.
  • 82% of respondents are increasing direct mail spend in 2024.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 84% of marketers agree that direct mail delivers the best ROI of any channel used - up from 74% in 2023.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 97% of marketers are satisfied with their data for effective execution of direct mail campaigns.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 56% of respondents are using a direct mail automation software/technology platform to execute direct mail campaigns.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 61% of respondents agree they cannot execute effective direct mail campaigns without the support of AI and/or animation.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 94% of respondents who are significantly increasing their direct mail budget agree that direct mail shows the best ROI of all channels used.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • 45% of consumers say seeing an ad in both print and online captures their attention.

(Source: Vericast, This Direct Mail Moment, 2022)

  • 70% of consumers say direct mail is more personal than online interaction.

(Source: Gitnux Blog, Direct Mail Industry 2023, Trends and Statistics)

  • 63% of consumers who responded to direct mail in the past 3 months made a purchase.

(Source: Poor Richard's Press, Direct Mail Marketing, 2023)

  • 54% of Millennials find ads in the mail more personal than digital ads.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 50% of people use direct mail ads to research and plan purchases because they provide more information.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 64% of people say direct mail is easy to use to compare products, services, or stores.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 75% of people agree that direct mail makes them aware of a product.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 60% of people say direct mail is easy to remember when ready to make a purchase.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 47% of people believe direct mail gives the impression that the advertiser is more genuine.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 48% of people spend at least one minute or more reading a direct mail ad.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 36% of people make impulse purchases based on direct mail.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 49% of people look forward to mail from advertisers that deliver on a planned frequency.

(Source: Vericast, A Direct Mail Study, January 2024)

  • 89% of marketers have increased or maintained direct mail investments in the last year.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 70% of marketers reported direct mail performance has improved in the last 12 months.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 69% of consumers engage with mail each week.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 54% of consumers keep an interesting piece of mail and refer back to it later.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 45% of consumers state direct mail feels less intrusive than other types of advertising.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 40% of consumers enjoy learning about new brands/products/services through mail.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 91% of marketers believe integrating direct mail and digital channels has a positive impact on campaign performance.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 75% of marketers integrate email with direct mail.

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • 52% of adults say they expect direct mail they receive from brands to be personalized to them in some way.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Marketing objectives for direct mail:
    • Brand awareness - 34%
    • Customer acquisition - 43%
    • Lead generation - 38%
    • Lead remarketing - 40%
    • Customer retention - 27%

(Source: Sequel Response, The 2023 Direct Mail Marketing Benchmark Report)

  • How brands are likely to engage with direct mail from brands they have a relationship with, by age demographic:
    • Ages 18-34 - 67%
    • Ages 35-54 - 68%
    • Ages 55+ - 58%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • 60% of adults state that a direct mail piece has inspired action.
    • 55% of those ages 18-34 state that a direct mail piece has inspired action.
    • 60% of those ages 35-54 state that a direct mail piece has inspired action.
    • 63% of those ages 55+ state that a direct mail piece has inspired action.

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Direct mail formats consumers are most likely to read...:
    • Catalogs/Magazines - 39%
    • Letters & envelopes - 21%
    • Brochures (Pamphlet/booklet) - 20%
    • Postcards - 19%
    • Other - 2%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Type of businesses where direct mail is preferred:
    • Local businesses - 55%
    • Brick-and-Motor retailers - 47%
    • Healthcare - 37%
    • Banks & Financial Services - 35%
    • Insurance - 28%
    • Telecom Companies - 15%
    • eCommerce - 14%
    • Other - 5%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Specific actions taken on direct mail by adults:
    • Visited the brand or service website - 55%
    • Searched for the product/brand/service online - 42%
    • Bought a product/signed up for a service - 27%
    • Visited a retail location to check out a product in person - 24%
    • Looked up reviews of the brand/product/service - 23%
    • Visited another website looking for the product or service advertised - 15%
    • Checked the brand or service's social media - 14%
    • Checked out other media to gauge others thoughts on the brand/product/service - 9%
    • Other - 4%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Types of direct mail that is the most appealing:
    • Images of an item/brand/service I have previously purchased - 38%
    • Images that include an event or location that is local to me - 36%
    • Images of food - 34%
    • Images of an item/brand/service I have viewed online - 30%
    • Images of an item/brand/service I have seen in other advertisements or communications previously - 29%
    • Images of animals - 24%
    • Images that include people in general - 17%
    • Images that include families - 16%
    • Images that include people that look like me - 14%
    • Direct mail pieces without images are most appealing to me - 11%
    • Other - 5%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • Respondents that like to receive direct mail from brands they don't know, by age demographic:
    • Ages 18-34 - 24%
    • Ages 35-54 - 38%
    • Ages 55+ - 59%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • How frequent adults receive direct mail from brands:
    • Too frequent - 23%
    • Right amount - 60%
    • Not frequent amount - 16%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)

  • How often direct mail budgets changed over the years:
    • Significantly increased - 32%
    • Somewhat increased - 50%
    • Stayed the same - 16%
    • Somewhat or significantly decreased - 3%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • Consumers have an emotional connection with direct mail ads:
    • 88% save print ads to refer back to later.
    • 58% find direct mail trustworthy.
    • 54% enjoy reading and looking through mailed advertising.
    • 53% look forward to receiving direct mail ads.

(Source: 2024 Vericast Direct Mail Influence Study)

  • Direct mail experience at any company:
    • Less than 5 years - 46%
    • 5-10 years - 34%
    • 10+ years - 20%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • How marketers use customer data in direct mail:
    • Personalization of mail pieces - 68%
    • Optimize future campaigns based on past performance data - 64%
    • Trigger mail based on behavior or action - 56%
    • Track customer conversion - 35%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • Data sources directed with direct mail:
    • Marketing automation platform - 72%
    • Customer Relationship Management (CRM) - 69%
    • Customer Data Platform - 68%
    • Third-party data - 13%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • Personalized components of direct mail:
    • Format of direct mail - 62%
    • Text/copy within piece - 64%
    • Text/copy on the envelope - 58%
    • Offers/coupon - 56%
    • Imagery - 33%

(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)

  • Consumers want more messages and offers that:
    • Help them save money - 49%
    • Reward them to their loyalty - 42%
    • Save time or make life easier - 40%

(Source: Vericast Awareness-to-Action Study, September 2022)

  • Actions taken from direct mail:
    • 57% visited the brand or service website
    • 53% searched for the brand/product/service online
    • 46% looked up reviews of the brand/product/service
    • 38% visited a retail location to check out a product in person
    • 36% brought a product/signed up for a service
    • 28% visited another website looking for the product or service advertised
    • 20% checked the brand or services social media
    • 16% checked out other media to gauge others thoughts on the brand/product/service
    • 2% other

(Source: Lob/Comperemedia, 2023 State of Direct Mail)

  • 40% of consumers sometimes share direct mail with friends and family.
  • 71% of consumers immediately read direct mail immediately or read it the day they bring into their home. 
    • 58% of consumers keep their direct mail pieces for a maximum of two days 

    (Source: Lob/Comperemedia, 2023 State of Direct Mail)

    The following lists the format consumers are most likely to read by industry:
  • Retail - 55% catalogues/magazines
  • Healthcare - 42% letters & envelopes
  • Financial Services - 46% letters & envelopes
  • eCommerce - 37% catalogues/magazines

    (Source: Lob/Comperemedia, 2023 State of Direct Mail)

  • Direct Mail Attitudes:
    • I expect direct mail I receive from brands will be personalized for me in some way - 55%
    • I became concerned about my personal privacy and security when I receive direct mail from brands I do not know - 51%
    • I prefer brands to only interact with me digitally because it is more sustainable than sending direct mail - 48%
    • Direct mail is an important way for brands to build relationships with me - 48%
    • Receiving direct mail from a brand feels more important than receiving an email from a brand - 47%
    • I am often introduced to new brands via direct mail - 47%
    • It is important to me that brands interact with me beyond the digital space - 45%
    • Receiving direct mail from a brand feels special - 41%
    • I prefer that brands reach out to me via direct mail - 37%
    • I feel overwhelmed by the amount of direct mail I receive from brands on a daily basis - 36%

    (Source: Lob/Comperemedia, The State of Direct Mail 2023)

  • 71% of consumers regularly read or look at direct mail ads, especially baby boomers, parents, millennial parents, and affluent households.
  • 66% say direct mail ads make them aware of neighborhood stores, restaurants, and services

    (Source: Vericast Awareness-to-Action Study, January 2023)

  • 42% of surveyed customers said receiving direct mail ads encouraged them to go online for more info about the brand..

    (Source: Vericast Awareness-to-Action Study, September 2022)

  • 74% of consumers said that they can be swayed by advertised promotions & sales
  • 71% of consumers ranked saving the most money by “using coupons and discounts” as the second most important thing when going grocery shopping.
  • Affluent consumers love coupons and enjoy using them.
  • 79% of affluent consumers use coupons when planning their shopping.
  • 79% of affluent consumers think it’s exciting to discover a coupon or discount on a product they were already thinking of buying 
  • 64% of affluent consumers state that a coupon or discount helps to speed up their purchase decision

    (Source: 2021 Valassis Consumer Intel Report)

    The pandemic influenced consumer behavior, specifically:

    • 70% regularly read or look at ads they get in the mail. 
    • 61% say that direct mail makes them aware of neighborhood stores, restaurants, and services. 
    • 55% agree that direct mail helps them save money.
    • 47% say direct mail motivates them to try a new store or business. 
    • 42% say an ad in the mail encourages them to go online for more information about that advertiser.
    • 34% say receiving an ad in the mail encourages them to go online to make a purchase from that advertiser.  

    (Source: Vericast, This Direct Mail Moment, 2022)

    Direct Mail Advertising relies heavily on commercial markets with nearly 80% of all revenue coming from such market. The breakdown is:

    • 42% - Retail stores and catalogs
    • 32% - Finance, banking and insurance providers
    • 19% - Government, NGOs and households
    • 5% - Telecommunications and cable service providers
    • 2% - Travel 

    (Source: IBISWorld – Direct Mail Advertising, 2023)

    Direct Mail Revenue

    • In the fiscal year of 2022, USPS gained the majority of their revenue (31 million) with shipping and packages services. Other segments include: 
      • First-class mail - 24 million 
      • Marketing mail - 16 million
      • International - 1.7 million
      • Periodicals - 959 million
      • U.S. Postal Service Mail - 268 million
      • Free Matter for the Blind - 18 million
      • Other - 4.5 million

    (Source: United States Postal Service, FY 2022 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

    A well-designed direct mail piece makes it easy for prospects to respond by including a response card of a postage-paid envelope for privacy
    Response rates are easily measured – pieces can be coded so the business can determine where customers are coming from
    Businesses can build databases based on responses to mailings, and maintain current database
    Mailings can be targeted within specific geographic areas or by interests of recipients
    Even though costs are high, scale and ROI remain strong when direct mail is delivered to a well targeted audience
    Flexible – can be as simple as a card of flyer or may contain an actual free product sample
    Messaging can be personalized with the intended recipient's name – well-designed pieces can make the recipient feel that the piece was created expressly for them, engendering a feeling of trust
    Can be cost effective, depending on design and production methods
    There's no limit to the length of the message – can be a few lines on a postcard or a sophisticated package
    Direct Mail is less disruptive in comparison to online ads

    Cost of designing and producing an effective direct mail advertisement can be high
    Timing of distribution is often critical to direct mail campaigns, but design, production and mailing times can be difficult to predict
    The mailbox is typically a cluttered environment – the direct mail piece is delivered with many other pieces
    Targeted mailings are only as good as the mailing list used – addresses can be out of date. Some consumers will ignore direct mail pieces because they feel that the print mail/catalogs seem like they serve other people's needs, not people like me
    Targeted mailings are only as good as the mailing list used – addresses can be out of date. Some consumers will ignore direct mail pieces because they feel that the print mail/catalogs seem like they serve other people's needs, not people like me
    (Source: Marketing Sherpa)
    Privacy policies – "Do Not Mail" lists
    A single mailing seldom produces results, so multiple mailings over time are required, accumulating costs
    The great amount of direct mail that is tossed has environmental implications, and that fact alone may lead some consumers to object to this form of advertising

    Radio is the perfect complimentary medium. It can help help direct mail. In analyses of AnalyticOwl data, radio increased new visitor traffic:
    • 9% for jewelry retailers
    • 5% for auto service businesses
    • 2% for healthcare practitioners
    • 4% for lawn and garden retailers/services

    (Source: AnalyticOwl category analyses 2022-2023)
    Consumers hear only one radio ad at a time, in contrast to the clutter of many pieces of mail delivered at once
    Radio generates new customers by branding an advertiser. Consumers who are familiar with a brand may be more receptive to direct mail pieces they find in their mail. Radio ads run concurrently with a direct mail campaign can educate consumers about the business and direct them to check their mailboxes for more detail, ordering, etc. Radio can amplify a campaign's impact. In fact, radio can drive awareness lift of a direct mail campaign by 78%.
    (Source: Nielsen study of 4 advertisers in B2B, Auto Aftermarket and Motorcycles)
    Radio delivers results for advertisers and can lead to purchase. Radio drives brand engagement more than any other medium.
    • 51% of brand conversations among heavy radio listeners results in intent to purchase.

    (Source: Engagement Labs TotalSocial, 2022-2023)
    For more information on radio:

    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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