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COMPETITIVE MEDIA

Direct Mail



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Disadvantages

Cost of designing and producing an effective direct mail advertisement can be high

Timing of distribution is often critical to direct mail campaigns, but design, production and mailing times can be difficult to predict

Targeted mailings are only as good as the mailing list used – addresses can be out of date. Some consumers will ignore direct mail pieces because they feel that "the print mail/catalogs seem like they serve other people's needs, not people like me." (Marketing Sherpa, 2017)

Privacy policies – “Do Not Mail” lists

According to a Marketing Sherpa report, one of the reasons that Direct Mail is ignored by consumers is that they don't trust the print mail/catalogs to provide them with the information they need to make purchasing decisions. (Marketing Sherpa, 2017)

A single mailing seldom produces results, so multiple mailings over time are required, accumulating costs

The mailbox is typically a cluttered environment – the direct mail piece is delivered with many other pieces

The great amount of direct mail that is tossed has environmental implications, and that fact alone may lead some consumers to object to this form of advertising

Only 53% of households read their advertising mail (2017 USPS Household Diary Study)

Advertising Mail reading Rates by Household Demographics – FY 2017

  • Adults 18-34: 36%
  • Adults 35-44: 43%
  • Adults 45-54: 43%
  • Adults 55-64: 46%
  • Adults 65+: 50%
  • (Source: Source: 2017 USPS Household Diary Study)