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Direct mail remains a viable way to reach consumers. We have rounded up 10 reasons why you should consider deploying this form of direct selling.

#1: Rising Response Rates

Response rates to company’s house files increased 37% from 2017 to 2018. Response rates from prospects almost tripled compared to a “few years ago,” according to the Data and Marketing Association.

#2: Acquires Attention

In 2017, 52% of U.S. households read direct mail and 21% scanned direct mail.

#3: Customer Confidence

Most consumers find direct mail a trustworthy form of communication.

How much of each generation trusts direct mail:

• 70% Millennials

• 77% Generation X

• 80% Baby Boomers

• 83% Silent Generation

#4: Preferred Platform

Most U.S. consumers said they preferred to receive updates and promotions from a company in the form of mail.

Which channels consumers prefer to receive regular company updates and promotions:

• 54% receive in the mail

• 49% subscribe to receive emails at a frequency the consumer chooses

• 38% visit company’s website when consumer wants information

• 28% receive at the physical store

• 24% subscribe to receive emails at a frequency the company chooses

• 20% follow on social media

• 17% receive via text messages

• 15% download mobile app

• 9% attend local events

• 8% prefers not to receive any updates/promotions

#5: Champion Channel

Response rates for direct mail outperformed other channels by a significant amount. In 2017, the response rates by platform were:

• 5.1% direct mail

• 0.6% email

• 0.6% paid search

• 0.4% social media

• 0.2% online display

#6: Mail Matters to Millennials

84% of Millennials look through their mail and 64% of Millennials prefer to scan for useful information in mail rather than email.

#7: Affects Affluents

Direct mail is the second highest purchase influencer for affluent purchases ($100,000 or more annual household income).

Paid media that influences affluent purchases:

• 22% TV ads

• 21% catalogs, advertising cards or flyers in the mail

• 15% print newspaper ads

• 15% magazine ads

• 13% radio ads

• 12% social media ads

• 10% search engine ads

• 7% smartphone display ads

• 5% outdoor ads

• 4% TV product placements

• 3% ads while viewing online video

• 3% promotional products (pens, t-shirts)

• 2% movie theater ads

#8: Big with Baby Boomers

Direct mail is the second highest purchase influencer for Baby Boomers.

Paid media that influences Baby Boomer purchases:

• 26.2% TV ads

• 25.66% catalogs, advertising cards or flyers in the mail

• 16% print newspaper ads

• 15% magazine ads

• 12% radio ads

• 10% social media ads

• 10% search engine ads

• 7% smartphone display ads

• 6% outdoor ads

• 5% TV product placements

• 4% ads while viewing online video

• 3% promotional products (pens, t-shirts)

• 2% movie theater ads

#9: Spending Spikes

Annual spending on newspaper circulars, coupons direct mail and catalogs increased 85% in the past 5 years. Spending reached $76 billion in 2017.

#10: Peer Pressure

Most marketers think direct mail works.

45% of marketers find it somewhat effective and 1 in 3 marketers find it highly effective.