Is Direct Mail Still Relevant?

Direct MailThe movie theater parking lot was packed. It seemed everyone in town was somewhere in the 12-plex theater munching on popcorn and Junior Mints, watching the latest Hollywood treat. It was 2014. Was anyone at home watching a movie on their high definition television?

When VHS, DVD’s and cable arrived on the scene, theater owners wondered what would happen to their businesses. As it turned out, their worries were largely unfounded. People still go to theaters for the social experience and smart theater owners understand this.

Mail BoxLikewise, a great deal of advertising has gone digital and more businesses have wondered if they should continue to invest in print media and direct mail in particular. The answer is a resounding YES! Consider these statistics:

  • Direct Mail accounts for over 43% of total local retail advertising revenues. That number is not expected to change in the next five years. (June 2013 BIA Kelsey report)
  • 76% of small businesses say their ideal marketing strategy includes a combination of print and digital communication. (Pitney Bowes survey)
  • Households report they respond to 1 in 10 pieces of direct mail. (US Postal Service research)
  • 73% of consumers actually prefer mail over other advertising methods. (International Communications Research)
  • 85% of consumers sort and read their mail on a daily basis and 40% try new businesses after receiving direct mail. (Research by Mail Print)
  • One of the reasons for the steady performance of printed advertising media is the ability to combine with digital technology to enhance results. Who doesn’t include URL’s for websites or social media on their print media? Smart businesses also print social media comments and testimonials on their printed materials. With the availability of QR codes and NFC technologies (Near-Field Communications), the lines between print and digital media will continue to blur.

Should you continue to invest in print media and direct mail? Only if you want to grow your business.

Copyright 2014, Charles J. Chamberlain

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