Select Page

PFL Direct Mail Use Brand Representation Aug2020When it comes to a multichannel campaign, certain channels can prove more successful than others at reaching specific target audiences. But marketers should keep in mind the benefits of direct mail, with a 12% increase in good or very good response rates to multichannel campaigns reported when direct mail is part of the mix, per PFL’s latest report [download page].

As in 2019, postcards are the most frequently used type of direct mail, by more than half (57%) of the more than 580 professionals surveyed May through June 2020. About half also use letters (51%), with 4 in 10 (39%) using dimensional direct mail and 35% using oversized postcards. Oversized letters are the least used type, by 13% of respondents.

However, despite being only the third-most frequently used, dimensional mail reportedly is the best at representing brands, according to 88% of respondents. Oversized postcards were the next-most highly rated, followed by postcards.

Results from the survey indicate that marketers can look forward to a solid response rate when leveraging direct mail. With direct mail in the mix, respondents were more likely to report a good (69%) or very good (8%) response rate than they were without (62% and 3%, respectively).

Similarly, respondents reported an 18% greater likelihood of enjoying good or very good ROI when multichannel campaigns incorporate direct mail, with two-thirds (66%) seeing good (59%) or very good (7%) ROI from such campaigns.

That being said, despite these healthy results, just one-quarter of marketers are looking at an increased budget for direct mail in the next six months, outweighed by the 36% who are expecting a decrease, whether slight (18%) or significant (18%). Nonetheless, a plurality (39%) expect their direct mail budget to stay the same.

Last year, direct mail volume declined by 7.4%, according to a Winterberry Group report that also found a decrease in spending on the medium.

Read more about multichannel campaigns in the full PFL report here.

About the Data: Findings are based on a May-June 2020 survey of 589 respondents (majority marketers) from a variety of industries and company sizes.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match

Pin It on Pinterest

Share This