Direct mail is a curious thing. The digital marketing savants want us to believe:
"No one likes direct mail."
"Direct mail is read by no one."
"No one buys anything from it."
"Direct mail doesn't produce income."
However, "facts are stubborn things," as the old saying goes. For example, the Postal Service, and other governmental and private sources, tell us that the average household is getting reams of direct mail, and then taking action.
Why are they so sure? The USPS asserts that US businesses spend an average of $50 billion or more on direct mail annually - a number which is rising 3% or more every year. And direct mail investment is due to rise by nearly 6% in coming years!
Here are some more stubborn facts about all those direct mail haters out there:
98% of residents, both homeowners and apartment dwellers, bring in their mail the day it arrives, and 77% look at it right away.
15% of all consumers who get a catalog and 12% who receive a letter, postcard and/or flyer from a company bought something on the businesses website.
Typically, those homeowners and apartment dwellers who get just one catalog a year spend 28% more on products, and buy 28% more products, than folks who don't get a catalog.
Business-to-business direct marketing sales are projected to increase 5.4% over the next three years.
Retail sales from direct mail are due to grow by 7.2% while lead generation will reach 5.2%
Want more validation? 18 to 34 year olds preferred direct mail and newspaper ads by a factor of 2 to 3 times for info about household products, health products, insurance and financial services over online sources such as social media.
The bottom line: direct mail advertising is still effective, especially when used properly as part of an integrated marketing program including internet, social marketing, collateral literature, etc.
"No one likes direct mail."
"Direct mail is read by no one."
"No one buys anything from it."
"Direct mail doesn't produce income."
However, "facts are stubborn things," as the old saying goes. For example, the Postal Service, and other governmental and private sources, tell us that the average household is getting reams of direct mail, and then taking action.
Why are they so sure? The USPS asserts that US businesses spend an average of $50 billion or more on direct mail annually - a number which is rising 3% or more every year. And direct mail investment is due to rise by nearly 6% in coming years!
Here are some more stubborn facts about all those direct mail haters out there:
98% of residents, both homeowners and apartment dwellers, bring in their mail the day it arrives, and 77% look at it right away.
15% of all consumers who get a catalog and 12% who receive a letter, postcard and/or flyer from a company bought something on the businesses website.
Typically, those homeowners and apartment dwellers who get just one catalog a year spend 28% more on products, and buy 28% more products, than folks who don't get a catalog.
Business-to-business direct marketing sales are projected to increase 5.4% over the next three years.
Retail sales from direct mail are due to grow by 7.2% while lead generation will reach 5.2%
Want more validation? 18 to 34 year olds preferred direct mail and newspaper ads by a factor of 2 to 3 times for info about household products, health products, insurance and financial services over online sources such as social media.
The bottom line: direct mail advertising is still effective, especially when used properly as part of an integrated marketing program including internet, social marketing, collateral literature, etc.
About the Author:
Want to find out more about direct mail strategy, then visit Keith Klamer's site on how to choose the best marketing tactics for your needs.
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