It almost seems that you could call this the year of direct mail. Both advertisers and consumers are loving the direct mail channel for a number of reasons. In fact, we put 13 of those reasons together for you here.
The direct mail stats shared below are proof that you need to be including this channel in your marketing mix.
1. More Items Get Purchased by 28% When People Get Direct Mail Than Those Who Do Not
For the most part this number is higher simply due to the visibility gained through the direct mail piece itself. Direct mail that contains buying language, deals, promotions, coupons, etc. is held onto longer by consumers which keeps brand awareness high and buying potential more prevalent.
2. U.S. Advertisers Spend About $167 Annually Per Person on Direct Mail
This number shows the trust that businesses have in Direct Mail to produce good outcomes, whether it be awareness, registrations, redemptions or sales. Better results equals more confidence and more activity through the direct mail channel.
3. Over 70% of Gen X consumers Said that Direct Mail is More Personal Than Digital Communication
In addition to that they also say that this makes them more likely to read and engage with the advertisement as well. Direct mail is breaking through the crowded digital landscape and creates a more intimate experience for consumers.
4. Direct Mail Volume Increased by 28% from 2020 to 2021
This increase comes from the performance that marketers and businesses are seeing as a result of sending out direct mail. Targeted mailing has produced better results by volume compared to most other channels within the last few years.
5. Just over 73% of Consumers Said They Wanted Brands to Send Them Direct Mail So They Can Read it Whenever They Want
Customers, Consumers & Targets want to have a direct connection and/or relationship with the brands they consume or do business with. But they want to engage and interact on their own time. Direct mail allows them to do just that.
6. Nearly 40% of Consumers Actually Enjoy Checking Their Mail Each Day
Much of this can be attributed to the fact that consumer spending has been up, so much of what is coming in the mail is good. Another factor is that marketers are better than ever at creating unique, creative and engaging direct mail. This leads to a positive experience when getting to the mailbox.
7. The Average ROI (Return On Investment) for Direct Mail is $4.09 Made on Every $1.27 Spent
This is huge! If we change the example up to work in larger numbers (x1000) that means if you spent $1,270 you can expect a return of $4,090. Take it up to 10,000x and things start to look really good at $40,900 made for every $12,700 spent.
8. The Direct Mail Industry is Expected to Have Increased in 2022 by $1.1 Billion
Currently Direct Mail is on a trajectory to hit and exceed that number in 2022. What does this mean for consumers and businesses? One of the most important aspects is a reduction in cost for buyers. There are efficiencies built in due to the bulk being produced and mailed as well as competition that is driving down price when profits are made on the volume.
9. Direct Mail Has a 13X Response Rate When Compared to Email
The problem with email is that the inboxes for consumers have become hotbeds of spam and clutter. Not only are emails coming from friends, family, and coworkers, they are also getting messages from every business they’ve ever purchased from or signed up with in the past. They simply delete or mark them as read. Direct Mail has a much lower in-mailbox volume and allows it to be seen. Thus generating a higher response rate.
10. USPS Reported that 82% of Millennials Trust Printed Advertisements
This trust in direct mail comes from the fact that more work had to be done to create the piece. With the emergence of so many knock off products online and virtually no barrier of entry to market them online as well, the physical advertising medium becomes a point of validation that the products are legitimate.
11. Over 50% of Direct Mail Recipients Said They Found Postcards Useful
Interestingly, consumers responded that the small size of a postcard makes them stand out in a mailbox, and that because they almost never come in an envelope means that nearly all postcards get read.
12. Direct Mail is Kept in a Household for 17 Days on Average
Marketers have for a long time known that a brand’s presence means stickiness. This is why you see companies continue to use promo items like magnets, magnetic calendars, and stickers which remain present 100% of the time. So the fact that direct mail sits inside of a consumer’s home for two and a half weeks means big exposure.
13. It Takes Consumers 21% Less Cognitive Thinking to Process Direct Mail Than it Does for Digital
A study found that you have to think “less” when consuming direct mail. This is important because it allows the piece to more easily embed emotion, awareness and elicit better recall in the future.
While there are many other direct mail statistics we could include here, we think that what we’ve shared makes it very clear how powerful, impactful and result driving this channel can be.
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