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Home / Sales and Marketing / Advertising and Lead Generation / Are You Ready for Direct Mail’s Comeback?
Are You Ready for Direct Mail’s Comeback?

Are You Ready for Direct Mail’s Comeback?

931 Views

May 9, 2018 By Elaine Fogel

Direct mail is NOT dead! In fact, it never was. But, it did lose popularity as a marketing tactic for several years while digital marketing took the world by storm.

Well, now direct mail marketing is making a comeback.

A recent report from MarketingCharts demonstrates that direct mail is alive and breathing!

1. Most households continue to pay attention to direct mail.

Three-quarters of US households in 2017 read or scanned advertising mail, broadly consistent with prior years, per USPS data.

2. Trust in direct mail is high across generations.

A strong majority of consumers trust direct mail when they want to make a purchasing decision. While trust peaks at 83% of the oldest generation, a healthy majority of both Millennials and Gen Xers also trust direct mail when making buying decisions.

3. A majority of (business) users find print direct marketing effective.

Of surveyed business marketers, 93% are using direct mail. Of this group, close to 8 in 10 deemed it effective in delivering revenue and results for their businesses.

4. Mail spending trends reflect a resurgence.

New data indicates a resurgence in direct mail spending by data-driven advertisers in late 2017.

5. B2B buyers prefer direct mail.

According to the Rain Group, half of B2B buyers prefer to be contacted by direct mail, 3rd out of a list of nine outreach methods.

In addition to these findings, the 2017 DMA Statistical Fact Book states:

  • Consumers retain information better on paper than they do digitally.
  • Print is for all age groups, not just older markets.
  • Direct mail has a higher response rate of up to 5% vs. a high of 0.9% in digital.

Does your business or organization use direct mail marketing? How’s it going?

Filed Under: Advertising and Lead Generation Tagged With: Advertising, Direct Mail, Marketing

Source: Elaine Fogel

Elaine Fogel

Elaine Fogel

Elaine Fogel is a marketing, branding, and customer experience evangelist, professional speaker, and author of Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success. People in 100+ countries regularly read her blog, Totally Uncorked on Marketing and her articles have appeared in many publications.

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