The leading reason why marketers will increase their spending on direct mail is the improved ability to activate omnichannel campaigns.
Direct Mail Articles
Marketers Are Using Direct Mail Mostly for Customer Acquisition, Say Overall Performance is Improving
The ability to integrate with digital campaigns is one of the leading advantages of direct mail.
Direct mail is also among the most-used and highly-touted advertising channels.
Personalization of a direct mail piece is also more likely to inspire action among younger than older adults.
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
Only about one-third of marketers surveyed are able to determine the ROI of their company’s direct mail efforts.
Some 37% of adults ages 65 and older say they currently buy physical newspapers.
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
It might take time for direct mail volumes to recover to pre-pandemic levels, if they ever do.
Some are using direct mail due to rising customer acquisition costs of digital channels.
Direct mail is a significant budget item for DTC brands, but its share of spend may decrease in the coming year.
The more distant the consumers’ relationship with the brand, the more direct mail is favored as a communication channel.
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
The top reason why shoppers have switched away from a brand they used to be loyal to is because of cost considerations.
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
Mover marketers are directing more of their efforts to digital than direct mail.
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
Sending letter-sized envelopes to prospect lists is a valuable tool.