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Direct Mail: The Medium of No One?

by Keith Klamer

Direct mail is a curious thing. The digital marketing savants want us to believe:

"Nobody wants to get direct mail"

"No one reads direct mail"

"Direct mail makes no one buy"

"Nobody makes money from direct mail"

Yet, "facts are stubborn things," as someone once noted. For example, the USPS, among others, tells us that "Mr. and Mrs. No One" sure is getting a ton of direct mail, and then responding to it!

How do they know? Well, the mailman points out that business in the U.S. spends an average of $50 billion or more on direct mail advertising every year, with an average increase of 3% or more every year. And expenditures are expected to increase by almost 6% in the years ahead!

Here are some more "inconvenient truths":

98% of consumers bring in their mail the day it is delivered, and 77% sort through it immediately.

15% of all consumers who get a catalog, and 12% who receive a letter, postcard and/or flyer from a business, made a purchase on the businesses' website.

Generally speaking, recipients who get at least one catalog a year spend 28% more and purchase 28% more products than recipients who don't get a catalog.

Direct order business-to-business direct marketing sales are projected to increase 5.4% over the next three years.

Retail purchases from direct mail are forecast to grow by 7.2% while lead generation will rise 5.2%

Want one more inconvenient truth? 18-34 year-olds chose direct mail and newspapers by a multiplier of 2 to 3 times when they needed information about household consumer products, health products, insurance and financial services, compared to the Internet, or social media.

The take-away: Direct mail advertising still works, when used appropriately - particularly as part of an integrated marketing program including internet, social media, collateral literature, etc.



Want to find out more about <a href='http://www.commercial-letter.com'>St. Louis direct mail</a>, then visit <a href='http://www.commercial-letter.com/comlet/559-2/'>Commercial Letter's website</a> to get all your direct marketing options.

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New Unique Article!

Title: Direct Mail: The Medium of No One?
Author: Keith Klamer
Email: keith@net-ahead.com
Keywords: direct mail, direct marketing, marketing, business
Word Count: 289
Category: Marketing
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