Direct Mail

Direct Mail Statistics

By 15 May 2024No Comments
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Direct Mail Statistics That Will Convince You To Invest In It [Updated for 2024]

Going digital has had a revolutionary impact on the marketing world. No doubt, it has helped businesses deliver valuable results and attain maximum return on investment.

Implementing digital marketing strategies is an effective way of reaching out to a broader customer base in a short time. And it is seen as a powerful tool for cost-effectively maximizing conversion rates.

So, in no way, we're here to say that digital marketing has lost its value. Yet, some traditional marketing forms are making their way back by delivering better response rates and helping businesses, especially small ones, garner a loyal customer base. But that's not all. It's also helping businesses across various industries grow at scale.

direct mail tracking

With the amount of time people are spending online, it is natural to think that the offline mode of communication, like direct mail, is no longer used, and direct mail marketing is considered dead and buried.

We’ve heard people saying, Who in today's world would wait to receive anything in the mailbox?”

But, let us assure you that direct mail is far from dead, and, if anything, it has evolved. It can complement digital marketing strategies in ways more than one.

Let's start with the basics.

💡 Also Read: Best Direct Mail Companies

What is Direct Mail Marketing?

One of the oldest, and up until now, considered ineffective direct mail is a form of marketing where prospective customers are sent promotional materials in various mailer pieces like postcards, letters, brochures, flyers, and more.

Now, considering the efforts they require, you might say, direct mail is not engaging anymore.

But over the last few years, marketers have come up with remarkably innovative ways to get the most out of this traditional practice

So why was it considered an ineffective marketing technique?

  • It took much time
  • It was exhaustive
  • It was not instantaneous

But, by courtesy of technology, direct mail marketing is back, and what a recovery, we would say. In today's blog post, we will talk about direct mail marketing's effectiveness, focusing on what the statistics have to say.

But before we begin with it, let us talk about the impact the new-age direct mail marketing has on boosting your business.

Impacts of Direct Mail Marketing

Tangibility

Direct mail marketing, being visual, tangible, and physical, appeals to the audience quickly and effectively. Giving the marketer the freedom to customize the mailer pieces as they want, direct mail makes for an eye-catching advertisement mode. It boosts customer engagement and holds their attention for longer.

GDPR friendly

Unlike emails that require the content to follow GDPR norms and standards and seek permission from the customer, direct mail does not require explicit consent from the consumers. So you can send the mail to the customers, keeping the legitimate interest in consideration.

Engagement

You can not touch and feel an email; it only engages one sense – viewing. But with direct mail, all your senses are equally involved, which piques the interest in the product and service your business has to offer, as these mailpieces can hold attention for a relatively long period and invoke the emotions of the readers. Direct mail plays a big part in influencing the decision-making process of consumers.

Less disruptive

Compared to the online ads that appear out of nowhere and disrupt an individual browsing session, to the point that they have to install an ad blocker, direct mail is far less intrusive. Consumers can read direct mail as and when they want, without getting disturbed.

Those mentioned above are some of the most vital points that could convince one to invest in direct mail marketing.

But we know there are a lot of people apprehensive of it because of the various myths putting direct mail in a bad light. Allow us to bust them for you.

💡 Also Read: Healthcare Marketing Statistics 2024

Myths About Direct Mail Marketing

It can not be tested and measured

It could not be far from the truth. The direct mail campaign performance can be tested and measured.

When integrated with digital campaigns, on an automated platform like PostGrid, direct mail can be easily tested and measured for the response rate. And you can strategize your future campaigns accordingly.

It is labor-intensive

We are living in a world where everything gets done with a click. Earlier, you had to coordinate with the designer printer to get excellent quality mail, which led to workforce exhaustion with the repetitive task. But now, with technology and an automated platform like PostGrid, sending direct mail is as easy as sending an email. The only difference is that you will get a better response with direct mail compared to emails.

Big companies, like Google, never use a tacky form of marketing

So why should you? Right?

What if we say, Google is one of the largest direct mailers globally? Yes, it uses direct mail in abundance to attract clients and generate revenue. Google understands how direct mail makes sales more efficient than its digital contemporaries. Google sends out direct mail in high magnitude to current and prospective advertisers.

It can not engage the target audience

We have been hearing this for a long time since digital marketing worked its charm. But this is not the case. A study done by Marketing Sherpa revealed that an astonishingly 76% of the audience trusts direct mail when purchasing. So there is no doubt that direct mail works wonders when it comes to engaging its audience.

Having cleared some prevalent myths out of your way, let's elaborate on direct mail's ability to generate a higher response rate compared to its digital contemporaries.

Statistics: How is Direct Mail Marketing Better Than its Contemporaries

Direct mail marketing performs better than other advertising channels. Seeing how 149,513 emails go out every minute, it makes sense to utilize direct mail to get your audience’s attention instead of getting lost in their spam folders.

People are overwhelmed by the increasing number of social media ads, emails, and online banners they see daily, causing digital fatigue. They need a communication and promotional channel that is more personal and low-key, like direct mail! It invokes a nostalgic feeling about customers and helps the brand create an emotional attachment with its audience.

Here are some supporting direct mail statistics that highlight how much people love this traditional channel:

  • Customers state they feel that direct mail is 11% more personal than branded emails, 17% likelier to catch their attention, and 17% more trustworthy. The numbers are:
    • More personal: 35% (direct mail) | 24% (email)
    • Likelier to grab attention: 40% (direct mail) | 23% (email)
    • More trustworthy or credible: 33% (direct mail) | 16% (email)
  • Direct mail helps companies get a 95% engagement rate on average. The same study shows that people at least interact with the items four times at home.
  • People want to receive direct mailers because it has a nostalgic feel and touch. They engage with it because offline items are more flexible to store and refer to if they need more information.
  • 35% of people bought something as a result of getting direct mailpieces. Also, 70% of customers felt motivated to complete an online activity after receiving offline mail.
  • Direct mail statistics show that 70% of customers say direct mail is more personal than digital interactions. Also, 82% of people trust direct mail marketing.
  • The direct mail response rate is increasing each year. It gets higher responses than digital advertising. It has a 29% ROI compared to only 16% for online display and 23% for paid search.direct mail statistics

Statistics: Uses of Direct Mail Marketing in Terms of Numbers

  • If you think that physical ads no longer have the appeal and are not trusted over their digital contemporaries, think again. You should know that the consumers of this age suffer from, what we call, digital fatigue and would instead prefer physical ads to digital ones. As per the USPS statistical report, print advertisements are considered worthy of trust by a whopping 82% of millennials. 
  • Another point of primary concern, especially in this tech-dependent world, is cybersecurity. When it comes to privacy, millennials fear digital methods more and find direct mail safer and more secure.
  • National Mortgage Professional Magazine reported that direct mail influences the buying decision of 92% of millennials. It is clear from the facts stated above that attracting users has little to do with age and more to do with the technology implemented – traditional or digital – and how. 
  • While talking about direct mail usage, it's important to remember that the postcard exceeds the list by 52.5% of potential recipients claiming they read it, while the letters are opened in one out of three instances. But you need to be tactful while using postcards to ensure that you can yield maximum benefit it.
  • USPS reported that an average American household receives 454 pieces of mail every year. A 2018 paper by direct mail facts and figures revealed that 57% of consumers open addressed mail envelopes, 48.5% look at what it is, 24.5% keep it to read later, and 1.6% of the recipients put it in the open for display. 
  • Since we've discussed direct mail usage, we cannot overlook its tangible personality, which makes it worth the investment and leads to an exceptionally higher return on investment. We human beings react instinctively, and direct mail can generate a neurological response, making them convert from prospects to happy customers. Effective mail receives a powerful and positive response. 

Now that we have covered the response rate and how direct mail is used, you must wonder how advertisers spend on direct mail marketing to gain this kind of response.

Allow us to help you walk through the numbers.

💡 Also Read: Flyer Response Rate Statistics

Statistics: Costs & Numbers Explained in Detail

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  • As per the Web Intermix “Media Kit” published in 2018, direct mail makes for 52.7% of the national marketing budget. And here's how they spend it: when it comes to advertising expenditure, direct mail cost covers the largest share in the United States with $38.5 billion.
  • Direct mail statistical reports by small business trends reported that a US advertiser spends $167 per person on direct mail campaigns on average. These stats alone speaks volumes about the trust advertisers have in direct mail in helping their business grow.
  • Furthermore, the same report also revealed that on average direct mail marketing brings a 1300% of return on investment i.e., $2095 in revenue per person. Considering the investment in the advertisement, the ROI is significantly higher – suggesting directly that direct mail marketing is worth the investment.
  • If we talk about the average money spent on acquiring one customer, the cost per acquisition, then the Statistical Fact Book by DMA reported that the CPA amounts to $26.4 per house and $31.1 per prospect. It can be brought down further by incorporating a direct mail automation software like PostGrid, with which you can create, print, and mail customized pieces by USPS first class mail, which will assure that the mailer reaches in one to three business days.

As mentioned above, we humans make our decisions on our instincts. And direct mail has an exceptional quality of engaging all our senses, touch to feel, and sight to explore creativity and influence our purchasing decisions.

Direct mail's impact is visible on the psychological level of the human body. In the section below, we are going to discuss this impact further.

Statistics: Impact of Direct Mail on the Psychological Level

  • As per the Royal Mail Marketreach, useful direct mail can generate positive emotional responses from the respondents. 66% of the audience reported it was the right way of informing, and 48% understood what was relevant to them and what was not.
  • Canada Post reported in its bias for action posts that it takes consumers 21% less cognitive thinking into processing direct mail pieces than its digital counterparts. It's also an excellent marketing channel to promote brand awareness because it creates a higher brand call. 
  • Direct mail is straightforward and is easy to consume without any confusing long-form text. It makes it more acceptable as the audience doesn't have the time to sit and read through pages of volumes of text online. So we can say that with direct mail, consumers don't have to waste time trying to understand what the content wants to convey. Hence, it converts relatively higher in number.
  • The tangible marketing pieces leave a long-lasting impression on the human brain, ultimately affecting the decision-making process. The response generated for direct mail pieces is from the emotional customer touchpoints. A case study by Millward Brown – using neuroscience to understand the role of direct mail – links traditional marketing to an efficient component of advertisement and brand associations.  

Having discussed the psychological impact of direct mail, let's move on to how this traditional methodology is perceived in 2024.

💡 Also Read: Healthcare Marketing Trends

People From All Generations Prefer Direct Mail (Direct Mail Statistics for All Age Groups)

Customers prefer and respond to marketing messages when they know the brand sees them as a person instead of a number. It is hard to achieve with digital marketing channels due to a lack of personal touch.

Here is how people of all age groups recognize the effort you put into direct mail and prefer it:

Gen Z

Though many believe that only older generations like direct mail, younger people are most enthusiastic about receiving offline mailpieces. 57% of people between 18 and 34 years stated that they find direct mail extremely helpful, which is higher than all other age groups. This statistic rises to 85% for Gen Z customers who say they find offline mailers somewhat useful.

Since Gen Z prefers brands that care about their customers the most, these direct mail statistics highlight that

  • Brands care about you.
  • Brands want to boost customer satisfaction.
  • Brands want to engage with you beyond a digital screen.

Thus, direct mail allows organizations to invoke brand loyalty and win their buyers’ trust.

Another statistic also supports the fact that 63% of Gen Z customers are more excited about direct mail than they were in 2021. Companies can work on making their mailers more helpful and creative to increase this figure even more.

Please note that Gen Z has grown up with online messaging, digital ads, etc. Thus, direct mail resonates more with them because it is something unique. It drives them away from unsolicited ads on their screens whenever they are shopping or trying to watch something. Instead, they can sit with a direct mail postcard on their couch and read a marketing message (whenever they want to). This choice makes them like traditional mail better than emails and other advertising mediums.

72% of Gen Z recipients say they would be disappointed if they stopped receiving offline mail items. They mentioned they were excited to explore what the mailers are about daily.

Millennials

Direct mail statistics show that 88% of 35 to 49-year-old customers say that direct mail has been useful for them in some or the other way. It highlights that your offline mailers can have a positive impact, eventually getting you more leads and sales.

Nearly 47% of millennials visit a brand’s website after getting a direct mail item from it. It is the highest figure compared to all age groups. Thus, millennials tend to crave more information whenever they receive something in the mail, leading them to online resources. They want to do adequate research before purchasing a product or service.

Additionally, millennials are the best audience to send retargeted direct mail advertisements. 64% say that they would read these mailpieces. It shows that they want organizations to follow up with them based on their preferences to make them purchase something.

Firms from all industries can benefit from targeting millennials using direct mail because they respond well, converting to sales and added revenue. The trick is to do it right, personalize, and be timely with the mailing campaigns.

Like Gen Z customers, 62% of millennials are more thrilled to receive direct mailers now than they were in 2021. Hence, you must try out new techniques and add different technologies to keep up with their excitement and get them hooked to your brand’s offers.

Gen X

Pew Research Center reported that Gen X will outnumber Baby Boomers by 2028. They are similar to the middle child when speaking of generations or age groups. Thus, they buy items for everyone, including themselves, their children, friends, and parents. Direct mail has a significant impact on their spending, motivating them to buy a product or service.

Gen X are among the best target audiences to promote anything. Direct mail gets you there with targeted mailing lists and personalization.

70% of Gen X mail recipients are curious to learn what’s inside. Thus, it is simpler to convey messages to them and get them to purchase something. Luckily, PostGrid lets you segment your audience based on age, gender, location, etc. You can categorize your Gen X prospects and send tailored messages to accelerate sales.

Baby Boomers

According to the USPS, 89% of Baby Boomers expect getting special offers in their mailers. Deals and coupons are most effective when brands send them as direct mail items.

Hence, firms must prepare and ship mailers with perforated coupons that direct mail recipients can tear off from the postcards or flyers. Or they can insert discount codes to allow people to buy something on their website for lower prices.

More direct mail statistics highlight how Baby Boomers prefer direct mail. 2/3 of the customers in this age group have a better impression of organizations launching mailing campaigns. 1/3 visited the brand’s website after getting tailored marketing messages.

50% of Boomers say they prefer direct mail marketing. They stated that they prefer reading offline promotional materials more than emails and other channels. This percentage is the highest among all generations.

A Direct Mail Campaign has a Higher ROI (Return on Investment) and Response Rate

Many people agree to prefer direct mail over email and other marketing methods. However, does it help companies get a better conversion rate? Direct mail statistics show that businesses sending direct mail are likelier to generate higher profits. Also, this data demonstrates that the high ROI is worth the money, effort, and time they put into planning and launching these campaigns.

  • 74% of marketers report getting the best ROI through direct mail marketing compared to the other promotional channels their organizations use. It is an eye-opening percentage since many companies think direct mail still is dead.Having direct mail as the top-performing channel means these businesses put in adequate creativity and resources to get the best results. Also, it means it is easier to convince people to purchase from your brand using an offline, personalized channel instead of sending thousands of bulk emails.
  • Another study shows that respondents received an 18% higher ROI when they included direct mail in their marketing campaigns. It is a vast difference for companies looking to boost conversions. Merely adding one channel to your promotional program to see such high results is a boon for today’s business landscape.
  • 74% of marketers found out that direct mail has the highest ROI, average response rate, and conversion ratio of all marketing channels. Thus, you can rely on this traditional approach to not only increase engagement and visibility but also get more qualified leads.Even if you cannot convert some prospects who responded to direct mail offers in one go, repetitive mailings can help take them ahead of the sales funnel. You can balance out reach vs. frequency to plan how many people you must mail to get the optimal outcomes.
  • Another survey highlighted that marketers see a sharp 12% lift in their revenue when they incorporate direct mail into their multichannel marketing strategy. It can include email, social media campaigns, online ad banners, PPC ads, etc. This increase in their ROI demonstrates how significant it is to have an offline channel in the mix to create emotional bonds with the audience. Also, direct mail contributes to the brand’s reputation, letting people recognize and trust them.
  • 25% of customers bought something from a brand after getting a direct mail item from it within the past 12 months. Though a year might seem like too much to see campaign results, this figure shows how direct mail marketing keeps adding leads to your sales pipeline all year round.You can conduct weekly, monthly, or bi-monthly mailings to manage the flow and keep the leads coming in. Also, you can always add limited-time offers if you want recipients to respond within a specific period, helping you calculate the results better.
  • Since 1 in 4 people buy something from you after receiving marketing mailers, you might also want your mailers to have a long-term value. For example, you can check home-cleaning or maintenance checklists, quick cooking recipes, local tour information guides, etc. Some companies also send newsletters answering various how-to questions that can offer value to clients. It ensures recipients save their mailpieces for a long time!

These direct mail statistics prove how you can boost your ROI with direct mail. It lets you increase the open and read rates alongside getting responses from interested prospects. You can follow up on these leads to convert them into loyal customers and brand ambassadors.

Direct Mail Marketing in 2024

  • As mentioned before, direct mail marketing's usage and effectiveness are not limited only to the baby boomers or the greatest generations. While they are more attracted to this physical form of marketing, they can open and read as, and when they want, the millennials are equally if not more inclined towards it.
  • A 2015 Gallup Poll revealed that 41% of people of all ages check their mail every day and an impressive 36% of Americans constitute this category. Marketing Charts reported that the ones whose purchasing decision is most influenced by direct mail are the baby boomers. 

We have already established in the beginning how direct mail generates a higher response rate compared to emails. Now, let's take a look at what the statistics have to say about these traditional and digital forms of marketing

Statistics About the Traditional and Digital Forms of Marketing

  • With direct mail being less common, you don't have to fight for attention. All you need to do is pour your creativity and use the right marketing tools to get the message across and grab the target audience's attention.
  • When asked which form of marketing encourages people to take action, 30% of millennials went with direct and 24% with email, even about the unwelcomed offers of companies.

Unlike email which can only be customized to an extent with graphic design or content, direct mail has a plethora of unique and diverse mailing and packaging options, which makes it easy for the target audience to spot first thereby driving more traffic and better engagement.

  • Unlike email, which you can customize only to an extent with graphic design or content, direct mail has many unique and diverse mailing and packaging options. Taking advantage of these characteristics, you can outperform your competitors, steal your audience's attention with the right offers, and gain more engaged traffic.
  • If we talk about the response rate in numbers, direct mail leads the emails with 3.7%.
  • When it comes to the open rate and click-through rate, direct mail leads the charts by 80-90% while email lags at 20-30%. One of the reasons could be that emails get spammed a lot. There is no such thing as spamming or getting attacked by a virus with direct mail. 

In the section above, we mentioned how postcards have the highest response rate and are among the most preferred direct mail pieces, with 52.5% of the target audience claiming to read them.

In the following section, we will help you leverage postcard statistics for your business's benefit.

💡 Also Read: Bulk Mailing Services

A Direct Mail Campaign has a Higher ROI (Return on Investment) and Response Rate

Many people agree to prefer direct mail over email and other marketing methods. However, does it help companies get a better conversion rate? Direct mail statistics show that businesses sending direct mail are likelier to generate higher profits. Also, this data demonstrates that the high ROI is worth the money, effort, and time they put into planning and launching these campaigns.

  • 74% of marketers report getting the best ROI through direct mail marketing compared to the other promotional channels their organizations use. It is an eye-opening percentage since many companies think direct mail still is dead.Having direct mail as the top-performing channel means these businesses put in adequate creativity and resources to get the best results. Also, it means it is easier to convince people to purchase from your brand using an offline, personalized channel instead of sending thousands of bulk emails.
  • Another study shows that respondents received an 18% higher ROI when they included direct mail in their marketing campaigns. It is a vast difference for companies looking to boost conversions. Merely adding one channel to your promotional program to see such high results is a boon for today’s business landscape.
  • 74% of marketers found out that direct mail has the highest ROI, average response rate, and conversion ratio of all marketing channels. Thus, you can rely on this traditional approach to not only increase engagement and visibility but also get more qualified leads.Even if you cannot convert some prospects who responded to direct mail offers in one go, repetitive mailings can help take them ahead of the sales funnel. You can balance out reach vs. frequency to plan how many people you must mail to get the optimal outcomes.
  • Another survey highlighted that marketers see a sharp 12% lift in their revenue when they incorporate direct mail into their multichannel marketing strategy. It can include email, social media campaigns, online ad banners, PPC ads, etc. This increase in their ROI demonstrates how significant it is to have an offline channel in the mix to create emotional bonds with the audience. Also, direct mail contributes to the brand’s reputation, letting people recognize and trust them.
  • 25% of customers bought something from a brand after getting a direct mail item from it within the past 12 months. Though a year might seem like too much to see campaign results, this figure shows how direct mail marketing keeps adding leads to your sales pipeline all year round.You can conduct weekly, monthly, or bi-monthly mailings to manage the flow and keep the leads coming in. Also, you can always add limited-time offers if you want recipients to respond within a specific period, helping you calculate the results better.
  • Since 1 in 4 people buy something from you after receiving marketing mailers, you might also want your mailers to have a long-term value. For example, you can check home-cleaning or maintenance checklists, quick cooking recipes, local tour information guides, etc. Some companies also send newsletters answering various how-to questions that can offer value to clients. It ensures recipients save their mailpieces for a long time!

These direct mail statistics prove how you can boost your ROI with direct mail. It lets you increase the open and read rates alongside getting responses from interested prospects. You can follow up on these leads to convert them into loyal customers and brand ambassadors.

Automated Direct Mail Marketing Statistics (Personalization Produces Even Higher Results)

Automation enables companies to unlock direct mail’s full potential. While many businesses might hesitate to incorporate high-tech features into their campaigns due to a lack of resources and time, automating everything resolves the issue. It helps them send the most curated, advanced, and responsive mailers to ensure recipients respond.

One of the best features of automated direct mail is personalization. It allows you to send unique messages to all the clients in your mailing list, which is otherwise challenging.

Personalization uses a technique, “variable data printing.” This printing method lets the printer add unique variables to every mailpiece, including the recipient’s name, address, preference, custom offer, etc.

Here is how automation and personalization boost your direct mail campaign’s performance:

  • 76% of people say that AI will have a transformative or significant impact on their direct mail programs. This statistic portrays how automation will take over most of a company’s operations, including marketing and sales. Involving automated processes within your daily workflows is the first step toward eliminating manual effort, saving time, and growing the revenue inflow.Luckily, many direct mail APIs exist to help businesses automate their direct mail activities, like PostGrid! It is among the most efficient solutions to switch to a tech-first approach to compete with other brands and stay connected with the target audiences.
  • Only 40% of marketers leverage an automation service or platform to send their direct mailpieces. It is excellent news for businesses because they can get their first. They can rely on an automated print and mail API to prepare and send better mailers that deliver comparatively higher results.Since direct mail already faces less competition, being among the first ones to automate their mailing activities can do wonders. You can reach out to targeted prospects, establish personal connections, and boost brand loyalty while other businesses are still discovering the benefits of this offline marketing channel.
  • The dependence on direct mail automation is highest when organizations put their digital teams in charge of launching the campaigns. PostGrid’s direct mail services empower your marketing and other departments to prepare, print, and distribute tailored mail items without hassles.

Today, customers expect you to do more than send a generic mailpiece to their house or office. They appreciate effort and acknowledgment of their preferences. Hence, personalized mail is crucial for your campaign’s success.

Automation lets you streamline mailings anywhere within your marketing funnel. For example, you can send mailers for abandoned shopping carts, warm leads that stopped responding, bounced website visitors who are interested in your offerings, etc. You can set up the triggers and input their details to ship well-curated materials that people will like, appreciate, and respond to!

Marketing Campaigns are More Profitable and Engaging When Businesses Combine Print and Digital Channels

Combining one or more channels works well because different people view your marketing messages differently. One group might prefer getting emails while another wants to read offline mailers that offer a personal touch. Some customers might also respond better when they see social media ads and website banners.

However, mixing different marketing channels has another motive: reiterating your message multiple times until the prospect responds. Your objective can be reaching out to leads repetitively to influence their buying decisions and close a deal.

Below are some direct mail statistics that will convince you how digital and offline marketing channels complement each other to yield the best results:

  • 60% of customers stated that they are extremely likely to reply to a promotional offer when they encounter it across more than one channel. 78% are somewhat likely to respond. This figure proves that people like seeing your brand more than once. You can leverage this fact to contact target audiences better and get them to remember your brand for a long time. Businesses must remain consistent across all channels for this marketing technique to work. They must use the same CTAs, headings, offers, colors, images, etc. It allows them to create brand recognition and boost trustworthiness. Otherwise, people might think your offers are fake or uncredible.
  • On average, businesses reported that direct mail marketing campaigns that had digital links got a 9% higher response rate than static programs with no online elements. Larger organizations also stated that they received slightly higher response ratios. The more technological aspects businesses use within their mailings, the higher the results. Hence, incorporating digitalization within direct mailers is vital to getting the desired results. People prefer responding to items that allow them to pull out their phones and scan a QR code. They might also respond well to materials asking them to enter a coupon code and get a discount. These tricks work better than asking recipients to call the company or walk into a store with the postcard.
  • Most companies (97%) have started adding digital links to their printed advertising materials at least occasionally. The increased usage shows how well these campaigns perform compared to the direct mailers that don’t have any online aspect, like a QR code or personalized link. Failing to add digital links to your mailers could mean your campaigns fail because people might not respond. Even if your mailpieces are creative and have an excellent discount offer, you must have a strong response mechanism to get leads.
  • 44% of customers stated they are extremely likely to open and read a direct mail offer when the sending brand has aligned it with a social media ad or personalized email. The number increases to 78% who said they are somewhat likely to pay attention to such multichannel marketing mixes. Businesses can send custom emails with catchy subject lines to grab the reader’s attention and convey their message. They can also schedule regular social media posts or sponsored ads to ensure their target prospects see them. Sending a mail item after these online campaigns heightens the possibility of getting a reply. People tend to respond to offers when they have already seen and thought about them multiple times.PostGrid’s API integrations enable you to incorporate direct mailing capabilities into your favorite platforms or websites. Thus, you can conduct such cross-channel marketing campaigns without time constraints or other hassles. You can automate everything and sit back as the results pour in!
  • QR codes and PURLs are among the most popular digital elements businesses include in their direct mail pieces. These online aspects allow recipients to respond to the offers without going anywhere or making an effort. The goal is to simplify the response mechanism as much as possible to get higher responses and conversions.
  • Another study shows that technological advancements improve your direct mail campaign’s performance because there is no longer a gap between the direct mail and digital worlds. Companies can use AR voice activation, QR codes, PURLs, video marketing, and other online techniques to motivate recipients to engage with their brand’s products.PostGrid’s direct mail API allows you to create and add custom QR codes and links to your mailers (postcards, letters, flyers, etc.). Also, you can prepare customized landing pages to redirect customers via these elements. The best part is that we let you check the responses that track back to individual respondents. You can use this data to tailor future customer experiences, follow up with leads, and close sales calls.
  • 84% of marketers highlighted that direct mail boosts a multichannel marketing campaign’s performance. Businesses can reach a broader audience and have a positive influence on their buying behavior when they leverage offline mailers. All industries can benefit from these direct mail statistics. For example, a restaurant can launch its new menu on its website and run creative social media posts before sending well-designed direct mail postcards.It adds value to the brand’s overall advertising strategy, showing prospects it is putting adequate effort into getting customers. Also, it creates positive publicity and gets people talking about the restaurant’s newly curated menu. This rule applies to all sectors, including retail, finance, real estate, healthcare, education, legal, eCommerce, etc.
  • Marketers that combine four to six channels to launch cross-channel or multichannel marketing programs get the best outcomes. Of course, you cannot keep adding more media to boost results. The trick is to evaluate your budget, advertising goals, and targeted demographics to create the ideal mix. Once you know your ideal mix, you can divide your budget accordingly. It enables you to keep track of all expenses and not overspend on just one channel. Additionally, companies must regularly monitor how each channel performs and whether it can justify the expenses. They can use this information to decide which methods to continue using for upcoming marketing programs.

Combining digital and direct mail enables companies to put their best foot forward. They can talk to thousands of prospects simultaneously, discover qualified leads, and get adequate prospects to keep their sales teams occupied.

More Businesses Have Started Using Direct Mail as a Crucial Channel to Accelerate Sales

Many companies see the direct mail industry as a must-have tactic to contact target audiences and convert prospects. Even though they want to employ technologically advanced channels, they prioritize this traditional method.

Here are some direct mail statistics that portray the channel’s significance:

  • 75% of marketers state that direct mail marketing is the best channel to connect with C-Suite executives. They prefer this offline mailing channel because it is less invasive; recipients can open and read a mailer whenever they want. It does not pop up on their screens when they are trying to accomplish a time-sensitive and crucial task. The above statistic proves direct mail to be the best channel for account-based marketing. B2B companies can leverage this marketing strategy to their advantage, contacting high-end prospects to convey tailored messages.
  • 73% of marketers said direct mail has become more crucial for their brand or has maintained the same level of significance in 2023 compared to 2022. It demonstrates the sustainable or rising impact of this channel. Direct mail marketing saw a decline during the last decade when email and social media marketing took over. However, it is back, and it is here to stay! Businesses recognizing this whopping figure can make the most of offline advertising and get a high ROI.
  • 85% of marketers reported that they are modifying their digital marketing activities to eliminate data privacy concerns. Out of them, 76% admitted to moving their budget to accommodate direct mail marketing instead. Most direct mail automation vendors, like PostGrid, comply with HIPAA, PIPEDA, SOC-2, and other data protection laws. Hence, companies can rely on us to safely and confidentially send their printed mailers. Our printing and mailing partners also follow these regulations to ensure your mail items are in good hands. Unfortunately, digital marketing cannot guarantee such data privacy and security. Hence, it makes sense that most businesses want to switch to direct mailings.
  • More than half (53%) of marketers had expressed their goal to boost their direct mail spending in 2023. 16% of these respondents said they wanted to significantly increase the usage. More firms want to increase the mail volume they send—to stay connected with a broader audience and boost recognition. Also, they want to add more advanced features, like real-time tracking and QR codes, to improve performance. Please note that spending more on direct mail means these marketers want to spend less on other channels, proving this channel’s high competence. However, mixing two or more methods to get the best outcomes still stands.
  • Direct mail statistics by The Business Research Company show that this industry will reach a market value of $73.57 billion by 2026 at a CAGR (compound annual growth rate) of 0.3%. Also, direct mail advertising was valued at $9.8 billion in the US alone in 2022. This number states that all industries have started using direct mail marketing to expand their outreach and increase sales. At least a few businesses in all sectors use this method to its fullest extent. And we can expect the figures to grow more in the future.
  • Marketers say that these are the top benefits they have noticed after conducting direct mailing campaigns:
    • Re-engaging customers to activate past campaigns and get leads.
    • Sending customized mailers that complement and relate to an ongoing or past digital marketing strategy.
    • Proving relevant offers and messages to target audiences.

These highlighted benefits prove how direct mail marketing can transform businesses and help them achieve their desired goals. This traditional advertising method outruns all other channels to become the most efficient and profitable one.

Most Customers See Direct Mail Items in a Positive Light Compared to Other Channels

As discussed earlier, direct mail continues to outperform digital marketing channels. However, one crucial element you must consider is how customers see your marketing ads. Are they annoyed or thrilled? Again, we have already discussed how people of different generations prefer offline mail.

Here are some comparative direct mail statistics that prove customers see offline mailers in a positive light:

  • The Direct Marketing Revolution Report shows that recipients frequently save the direct mail pieces they get at their house or office. It improves your marketing channel’s durability and repeat exposure. Also, 67% of people who get a mailer from a retail brand hold onto it for at least one to two days, 46% save it for a week, and 17% save it for up to two weeks. It is a fantastic figure because businesses constantly look for durable marketing methods. Digital channels only provide them exposure for a few seconds or minutes.64% of people who receive mail from a retailer in the food service sector store the items for one to two days. 43% hold on to them for a week and 16% keep them for up to two weeks. Only 14% of recipients getting such mailers discard them right away, which is a good ratio.
  • Customers prefer direct mail over other channels because they reported getting the following benefits:
    • They can store a physical copy of the brand’s details.
    • They don’t need to be on their computer or phone to read the message.
    • They can remember the message more easily than an email.
    • They can have a hard copy they can refer back to.
  • These advantages highlight how much people value offline and personal interactions. They want a break from the digital clutter and need a more emotional and humane channel to get promotional messages.
  • Recipients view their mail items for longer times compared to earlier. They saw the mailers for 13 minutes and 46 seconds on weekdays and 25 minutes and 12 seconds on weekends before the Covid-19 lockdown. However, these periods have changed now. People view their mailers for 14 minutes and 24 seconds on weekdays and 32 minutes and 24 seconds on weekends post-lockdown. Therefore, businesses are investing more in this channel to grab their audience’s attention and convince them to purchase something.

Direct Mail Postcard Statistics

  • Let's start by putting ourselves in the consumer's shoes. Nobody wants to read direct mail on weekends because they have other necessary things to do – like spending quality time with family. So make it a habit to send your direct mail on business days. It increases your mail's chances to get noticed.
  • Make it a point to personalize the mail according to the consumers' preferences and address them with their names. This strategy instantly increases their possibility of opening and reading your mail.
  • Postcards make for a great way to convey your wishes or send discounts or tell about the promotion to the target audience as they are relatively more popular among the audience and are more likely to be read.

But all these statistics and techniques will work in your favor when instead of burdening your in-house to complete the process manually you add an automated platform to your system.

With PostGrid, you have the freedom to send one or thousands of personalized direct mail to prospects, clients, and customers with a click. All you have to do is choose from our wide range of templates or edit them with our built-in editor to best suit your target audience and hit send. 

We provide both API and platform solutions, either of which you can choose to create, customize, and send out your direct mailer pieces. With CRM integration, we will prevent you from the hassle of manually entering every mailing address, as the integration system will fetch it from your existing database and build a mailing list, ensuring accuracy.

With our automated direct mail solution, we guarantee to strengthen your offline communication with the customers and to help your business steer ahead.

How can PostGrid’s Direct Mail API Allow You to Best use This Offline Marketing Channel?

PostGrid offers turnkey print and mail solutions to enable businesses to prepare and distribute their marketing and other correspondence. Though most companies view direct mail as only promotional, it is among the best channels for sending transactional and compliance documents. And we help them execute these mailings at low costs.

We have already accomplished that direct mail gets more attention and responses. Thus, using this channel to convey messages and contact target audiences is a no-brainer.

However, many firms struggle with planning and executing their mailings. They lack the necessary expertise and resources to do it right and get the desired results. It is where we come in!

You can use our services to send high-quality and engaging mailers, letting you encounter such excellent direct mail statistics. Our print and mail vendors ensure your items reach the intended recipients on time and in the best condition.

Here are some of the features we provide our clients:

  • List Compilation: Compile segmented mailing lists to send your well-curated mailers to people interested in your services. You can also buy custom lists from us based on targeted demographics, like location, gender, income level, profession, buying behavior, etc.
  • Address Verification: PostGrid allows you to standardize and verify all delivery addresses before mailing. Thus, you can ensure correct prospects or clients receive direct mail without delays or other issues.
  • Tracking: You can track your physical mail items when they move across the USPS network. This real-time information lets you see where your marketing mail pieces have reached, letting you follow up on time.
  • Campaign analytics: Customers might respond to the mail they receive. Businesses need a mechanism to measure these response and conversion rates. PostGrid’s API dashboard fulfills this requirement.

Contact us to learn more about direct mail statistics and how integrating direct mail and digital can generate higher response rates!

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