Skip to content
Home Marketing Direct Mail Basics

Create Direct Mail Campaigns Customers Care About

Article - 11 Min. Read -

Direct mail can be a powerful component in marketing campaigns. Yet many marketers are unsure how—or whether—to get started. Learn how today’s business leaders use mail and how they achieve success.

Illustration of graphs, mailpieces and various design elements

Today’s marketers have endless options for creating great campaigns—but this can make it hard to figure out how and where direct mail fits in.

Should it be treated like a science, with a focus on tracking and metrics to prove it’s working? Or more like an art, with a focus on creative, and a more intuitive approach overall?

USPS commissioned proprietary interviews with marketers, small business owners, and printers at well-known companies to discover what kinds of brands use direct mail, how they think of it in relation to other mediums, and how they create effective direct mail campaigns.[1]

The results were varied and diverse, but one underlying theme emerged: Direct mail should be leveraged as both an art and a science.

Unlock
Exclusive Content

See the full piece by filling out the form. All fields marked * are requested for completion.

Business Contact Information

What industry are you in?

Select the innovations below that you'd like to learn more about? Check all that apply.

How much do you spend annually on marketing/advertising?

What advertising mail benefit is most important to you?

Privacy Act Statement: Your information will be used to understand the needs of customers and improve USPS sales and marketing efforts. Collection is authorized by 39 U.S.C. 401, 403, and 404. Supplying your information is voluntary, but if not provided, we may not be able to fulfill your request. We do not disclose your information to third parties without your consent, except to act on your behalf or request, or as legally required. This includes the following limited circumstances: to a congressional office on your behalf; to agents or contractors when necessary to fulfill a business function; to a U.S. Postal Service auditor; for law enforcement purposes, to labor organizations as required by applicable law; incident to proceedings involving the Postal Service, to government agencies in connection with decisions as necessary, to agencies and entities for financial matters, and for customer services purposes. For more information regarding our privacy policies visit www.usps.com/privacypolicy
Footnotes
  1. [1]“The Art and Science of Direct Mail in a Digital World: Exploratory Learnings to Guide Thought Leadership for USPS and MRM,” Insight by Design, April 2022.
  2. [2]QR Code is a registered trademark of DENSO WAVE INCORPORATED.
  3. [3]“Global Sustainability Study 2021 | Consumers are key players for a sustainable future,” Simon-Kucher & Partners, October 2021.
  4. [4]USPSDelivers.com Research — Full Report, Qualitative and Quantitative Results, Summit Research, February 2021.
  5. [5]Ibid.
  6. [6]Anjali Lai, “Empowered Consumers Call For Sustainability Transformation,” Forrester blogs, Jan. 19, 2021.

Related Content