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Direct Mail

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Direct Mail represents 24.9% of local advertising of the total local ad revenue. Total local ad revenue is forecast at $148.8 billion.

(Source: The BIA/Kelsey U.S. Local Advertising Forecast, 2017)

Direct mail marketing touches most of us every day, at home and at work.  The volume of direct mail consumers receive is so high that many refer to it as “junk mail.”  Direct mail hasn’t disappeared, but has certainly declined in volume over the past 10 years. However, more marketers are adding mail to their array of integrated marketing tactics, because the engagement is growing as the clutter declines.

By definition, direct mail advertising is the process of sending offers or promotions by mail to current customers or others who may be prospects. Direct mail pieces may include a sales letter, brochure, order form and a prepaid envelope. Some companies advertise in a magazine-format piece or collection of inserts, combining with other companies for a more cost-effective effort.

The Direct Marketing Association (DMA) analyzed Bizo and Epsilon data and found:

  • Direct mail achieves a 4.4% response rate
  • E-mail achieves a 0.12% response rate

(Source: IBIS World – Direct Mail Advertising – US Market Research Report May 2018)

According to the United Mail 2018 report:

  • 87% of millennials enjoy receiving direct mail
  • 77% of millennials react to direct mail advertising

(Source: United Mail – Is Direct Mail Relevant in 2018)



For Additional Information on Direct Mail Marketing:
Direct Marketing Association (DMA): http://thedma.org/
United States Postal Service (USPS): https://www.usps.com/business/promotions/direct-mail-brochure.pdf

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