While the Internet is viewed as a cheaper and easier way to reach audiences, marketers continue to view traditional, well-executed direct mail campaigns as the most effective way to attract key prospects and customers. Data from the 2008 DMA Statistical Fact Book and USPS Household Diary and the USPS/comScore Survey provide the proof points. For example:
- During 2007, marketers spent $34.5 billion on non-catalog direct mail and another $20.8 billion on catalog direct mail to generate a total of $55.3 billion.
- By 2012, it is anticipated that American businesses will spend $61.7 on non-catalog and catalog direct mail. In contrast, $1.2 billion will be spent on e-mail marketing and $39.7 will be spent on Internet (non-e-mail) marketing. In 2012, 27% of the marketing budget will be allocated to catalog and non-catalog direct mail.
- In 2007, non-catalog and catalog direct mail drove $686.7 billion in sales.
- 81% of households currently read or scan the direct mail that is sent to their home.
- Postcards are most likely to be read versus other shapes of mail.
- Direct mail drives Web traffic. For example, people who receive a catalog account for 22% of Web site traffic and 37% of the money spent at those Web sites. When these consumers shopped online, they really shopped. They made 15% more transactions than customers who had found the Web site via a search engine, and their spending was 16% higher.
The overriding message is that direct mail is a valuable, cost-effective way to tell customers who you are and what your business offers.