Why Marketers Still Use Direct Mail

With digital channels dominating the advertising landscape, you may be asking yourself:

Is direct mail still a relevant channel?

With 9 out of 10 consumers engaging with promotional mail, direct mail remains a highly effective marketing channel.

And marketers agree with 76% of marketers stating that direct mail is more effective than people think.

Direct Mail Statistics

Check out these additional stats on the effectiveness of direct mail marketing:

• 88% of millennials regularly read their mail, and 40% regularly purchase items featured in mail ads (USPS)
• 69% of consumers surveyed engage with direct mail weekly or daily (SeQuel Response)
• 56% of consumers of all generations have made purchases because of the mail they received (NAPCO Research)
• 41% of consumers have visited a website mentioned in a piece of direct mail (SeQuel Response)
• 41% of consumers look forward to checking their mail everyday (Statista)
• 40% of consumers enjoy learning about new brands/products/services through mail (SeQuel Response)
• 38% of consumers feel mail is the most influential type of advertising, beating popular digital channels (SeQuel Response)
• 33% of consumers have googled a product or service advertised in direct mail (SeQuel Response)
• Direct mail has an average engagement rate of 95% (MarketReach)
• Direct mail response rates are twice as high as digital ads (ANA)

Why Direct Mail Still Works

Despite the rise of digital communication, direct mail continues to offer unique advantages that digital channels can’t match.

Here’s why direct mail should be part of a comprehensive marketing strategy:

1. Tangible and Memorable – Direct mail provides a physical touchpoint, something recipients can hold, feel, and engage with. This tangibility creates a lasting impression and makes your brand more memorable.
2. High Engagement Rates – Direct mail often achieves higher open and response rates compared to digital channels. People tend to review physical mail more thoroughly, especially when it’s personalized and relevant.
3. Less Competition – Inboxes are crowded, but mailboxes are not. Direct mail stands out by arriving in a space with less competition, making it easier to capture attention.
4. Integrated Marketing – Direct mail works well in conjunction with digital marketing efforts. It can drive online engagement, complement email campaigns, and reinforce your brand across multiple touchpoints.

Direct Mail Best Practices

Here are some key strategies to maximize the effectiveness of your direct mail efforts:

1. Define Your Target Audience

The success of any direct mail campaign begins with a clear understanding of your target audience. Use your first-party data, customer insights, and segmentation to identify the specific groups you want to reach.

2. Personalize Your Mailings

Personalization is an important component of any campaign, and direct mail marketing is no different. Go beyond just addressing recipients by name—use data to customize the content of your mailings based on past behaviors, preferences, and demographics.

3. Focus on Design and Quality

The design and quality of your direct mail pieces play a significant role in capturing attention and conveying your brand message. Invest in high-quality materials, eye-catching design, and clear, compelling copy.

Use imagery, colors, and typography that align with your brand identity and resonate with your audience. Consider creative formats, such as postcards, brochures, or dimensional mailers, to make your mailing stand out.

4. Include a Clear Call-to-Action (CTA)

Every direct mail piece should have a clear, compelling call-to-action (CTA) that tells recipients exactly what you want them to do next. This may be visiting your website, redeeming a discount, or calling for more information. Use strong action verbs, highlight the benefits of taking action, and create a sense of urgency to encourage immediate response.

5. Incorporate Tracking and Measurement

To evaluate the effectiveness of your direct mail campaigns, it’s important to incorporate tracking and measurement tools. Use personalized URLs (PURLs), QR codes, or unique offer codes to track responses and measure engagement.

Analyze key metrics, such as response rates, conversion rates, and ROI, to gain insights into what’s working and where there’s room for improvement. Continuous monitoring and analysis will help you refine your strategies and optimize future campaigns.

6. Integrate with Digital Channels

Direct mail doesn’t have to work in isolation. Integrating your direct mail efforts with digital channels can amplify your reach and reinforce your message.

For example, you can use direct mail to drive traffic to your website, encourage social media engagement, or complement an email campaign. Consistent messaging across channels creates a cohesive customer journey and maximizes the impact of your marketing efforts.

Conclusion

Direct mail marketing is far from obsolete—in fact, it’s a powerful tool that can deliver significant results when used strategically. Invest in best practices, continuously optimize your efforts, and watch as direct mail becomes a key driver of your marketing success.

Learn How to Integrate Direct Mail with Your Digital Channels as Part of An Omnichannel Strategy in our Free Strategy Guide. Get Your Copy Today!