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Direct mail is a curious thing. The digital marketing savants want us to believe:
"Direct mail is wanted by no one"
"Nobody reads direct mail"
"No one buys anything from it"
"Direct mail doesn't produce income"
But here's an "inconvenient truth," as the expression goes. Fact: the Postal Service, among other industry observers, reports that "Mr. and Mrs. Nobody" is on the receiving end of more DM than ever, and then making purchases as a result of it.
How do they know? Well, the mailman points out that business in the U.S. spends an average of $50 billion or more on direct mail advertising every year, with an average increase of 3% or more every year. And expenditures are expected to increase by almost 6% in the years ahead!
Here is some more truth that is getting out:
98% of mail recipients visit their mailbox every day, and 77% read it right away.
15% of all consumers who receive a catalog, and 12% who receive a letter, postcard and/or flyer from a company made a purchase on the company's website.
In general, consumers who get at least one catalog a year spend 28% more and purchase 28% more items than consumers who do not get a catalog.
Direct business-to-business sales are forecast to rise 5.4% over the next three years, if current trends hold.
Retail purchases from direct mail are forecast to grow by 7.2% while lead generation will rise 5.2%
Want to be shocked? 18-to-34 year olds preferred direct mail and newspapers by 200-300% when they wanted information about household consumables, health items, insurance and financial services over digital media such as social media.
The upshot? Direct mail campaigns are still efficient, when applied selectively - especially in conjunction with internet marketing, social media and collateral marketing pieces, etc. which amplify the effects of the direct mail campaign iteself.
"Direct mail is wanted by no one"
"Nobody reads direct mail"
"No one buys anything from it"
"Direct mail doesn't produce income"
But here's an "inconvenient truth," as the expression goes. Fact: the Postal Service, among other industry observers, reports that "Mr. and Mrs. Nobody" is on the receiving end of more DM than ever, and then making purchases as a result of it.
How do they know? Well, the mailman points out that business in the U.S. spends an average of $50 billion or more on direct mail advertising every year, with an average increase of 3% or more every year. And expenditures are expected to increase by almost 6% in the years ahead!
Here is some more truth that is getting out:
98% of mail recipients visit their mailbox every day, and 77% read it right away.
15% of all consumers who receive a catalog, and 12% who receive a letter, postcard and/or flyer from a company made a purchase on the company's website.
In general, consumers who get at least one catalog a year spend 28% more and purchase 28% more items than consumers who do not get a catalog.
Direct business-to-business sales are forecast to rise 5.4% over the next three years, if current trends hold.
Retail purchases from direct mail are forecast to grow by 7.2% while lead generation will rise 5.2%
Want to be shocked? 18-to-34 year olds preferred direct mail and newspapers by 200-300% when they wanted information about household consumables, health items, insurance and financial services over digital media such as social media.
The upshot? Direct mail campaigns are still efficient, when applied selectively - especially in conjunction with internet marketing, social media and collateral marketing pieces, etc. which amplify the effects of the direct mail campaign iteself.
About the Author:
Want to find out more about St. Louis direct mail, then visit Commercial Letter's website to get all your direct marketing options.
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