Personalized Direct Mail…Just the Facts

While the Internet is viewed as a cheaper and easier way to reach audiences, marketers continue to view traditional, well-executed direct mail campaigns as the most effective way to attract key prospects and customers.  Data from the 2008 DMA Statistical Fact Book and USPS Household Diary provide the proof points.  For example:

• During 2007, marketers spent $34.5 billion on non-catalog direct mail and another $20.8 billion on catalog direct mail to generate a total of $55.3 billion.

• By 2012, it is anticipated that American businesses will spend $61.7 on non-catalog and catalog direct mail. In contrast, $1.2 billion will be spent on e-mail marketing and $39.7 will be spent on Internet (non-e-mail) marketing. In 2012, 27% of the marketing budget will be allocated to catalog and non-catalog direct mail.

• In 2007, non-catalog and catalog direct mail drove $686.7 billion in sales.

• 81% of households currently read or scan the direct mail that is sent to their home.

• Postcards are most likely to be read versus other shapes of mail.

• Direct mail drives Web traffic. For example, people who receive a catalog account for 22% of Web site traffic and 37% of the money spent at those Web sites. When these consumers shopped online, they really shopped. They made 15% more transactions than customers who had found the Web site via a search engine, and their spending was 16% higher.

The overriding message is that personalized direct mail is a valuable, cost-effective way to tell customers who you are and what your business offers.