Is Direct Mail Really Dead?

With the contining advancement in online communcations and increasing postage costs, you are probably asking, along with everyone else...Is Direct Mail Really Dead?. Let's take a minute to debug two current myths about direct mail.

Myth #1 - Direct Mail is Dead.
According to an annual study from the Direct Marketing Association (DMA), spending on direct mail marketing is exected to increase by more than $1 billion in 2010.

Myth #2 - People Hate Junk Mail.
According to the 2010 DMA Statistical Fact Book, 79% of households either read or skim junk mail advertising sent to their home.

That study is right in line with an International Communications Research survey commissioned by postal automation giant, Pitney Bowes. The survey found, despite the immense popularity, and widespread use of digital media, consumers still prefer mail over e-mail, as it relates to receiving new product announcements, as well as confidential business communications such as bank statements and other financial information.

Here's how the numbers breakdown: 73 percent of consumers prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail.

For important and confidential communications such as bills, bank statements and other financial information, a huge majority of respondents (86 percent)preferred mail as their communication method of choice, as compared with 10 percent for e-mail.

The survey also found that 31 percent of consumers are less likely to discard unopened mail - including new product announcements, coupons, brochures, catalogs, etc. - than they are to delete unsolicited e-mails (spam) regarding new product announcements (53.2 percent).

When consumers were asked what specific advantages they saw in junk mail versus unsolicited e-mail and telemarketing calls, 45.3 percent of respondents found mail to be less intrusive; (40.2) percent more convenient - can be saved and considered at leisure; (30.2) less high-pressured - lets you consider your decision; (22.7 percent)more descriptive - lets you picture the offer; and (12 percent)more persuasive - encourages you to respond.


So, the answer to the question - Is Direct Mail Really Dead?...No, it isn't. But with any good marketing initiative, it is important that it be executed properly for optimal results. If you are just getting into Direct Mail, you may want to consult with a professional first.