Direct Mail Isn't Dead!
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“Direct mail?” you may think to yourself. “Do people even do that anymore?” It may seem like one step — or even two or three steps — backwards.
Consider this:
- 72% of people regularly read or look at ads in the mail.1
- 75% of people agree that direct mail creates awareness of new products.1
- People are 78% more likely to read a piece of mail if it has an offer or promotion.2
The fact remains that not only is direct mail alive and well, but it can reach customers in ways that other marketing channels cannot. Let’s take a closer look at three key advantages of direct mail.
#1 Decreased competition in the mailbox
With the clamor over internet marketing for the last 20 years, use of standard mail has declined. The volume of market-dominant mail, which includes first-class mail, marketing mail and periodicals, fell by 46% between 2008 and 2023. This decline was driven primarily by marketers choosing lower-cost online alternatives.3 The result? Less competition. And less competition means more time and attention for the direct mail that remains.
#2 Avoids digital fatigue
Even though digital methods represent a means of contacting consumers quickly and sometimes more cheaply than direct mail, people are tired of looking at their screens. Email ranks highest as the most irritating channel (35%), followed by text (26%).4 Direct mail is a means to contact consumers outside of the digital world and give them a welcome break from their phones, tablets and computers. In 2023, 83% of people surveyed reported feeling positive about receiving marketing mail.5 Another study showed 54% of people find reading through mailed advertising enjoyable.1 It’s clear from the evidence that many people react well to direct mail.
Regarding brand communications, 23% of respondents said that direct mail came too often and almost as many (16%) wanted more direct mail. However, other forms of communication were considered to come too frequently - email (46%), digital ads (38%), and phone calls (34%).2
#3 Provides business results
It’s not enough simply to say that people are tired of digital advertising and that they like reading direct mail ads. At some point we need to see some results, and who better to ask than the people who are paying for their own campaigns? Direct mail is their best-performing marketing channel according to 79% of executives. What’s more,Lob, a company specializing in automated direct mail, reports that “90% of marketing executives say direct mail enhances engagement and conversions across digital channels, boosting performance in email, social media and online ads.”6 As indicated in the charts below, marketers also noted benefits such as larger average order values and increased conversion rates, plus 69% saw a response rate greater than 3%.5
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As you consider the benefits of direct mail, we’ll leave you with one more stat to simmer in your marketing mind: 55% of people pay more attention to direct mail ads versus 39% who pay more attention to digital ads.1 Its tangible nature can help you stand out in the digital landscape and create a lasting impression with customers. Next month: How to set up your own direct mail campaign and reap the benefits of this viable and effective marketing tool.
1 R. R. Donnelley & Sons Company, “How Do Consumers Respond to Direct Mail in the Digital Age?,” March 26, 2024, https://www.rrd.com/resources/research-report/how-do-consumers-respond-to-direct-mail-in-the-digital-age.
2 Lob and Comperemedia, “The State of Direct Mail Consumer Insights,” 2024, https://www.lob.com/direct-mail-industry-trends/sodmci-2024.
3 John Althen, Tristan Dreisbach, and David Neu, “Analysis of Historical Mail Volume Trends,” United States Post Office, Office of Inspector General, September 4, 2024, https://www.uspsoig.gov/reports/white-papers/analysis-historical-mail-volume-trends.
4 Optimove, “Optimove Insights Report on: Marketing Fatigue, Customer Perspectives,” April 2024, https://www.optimove.com/resources/downloads/optimove-research-consumer-marketing-fatigue-2024.
5 SG360, “The Future of Direct Mail 2023: Marketer and Consumer Insights,” 2023, 5–8. https://sg360.com/the-future-of-direct-mail-2023-now-released/.
6 Lob and Comperemedia, “State of Direct Mail 2025,” 2025, https://www.lob.com/state-of-direct-mail/2025-report.
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