Key Takeaways
Key Takeaways

See how financial companies feel about leveraging direct mail in their campaigns going forward.⁠

Motivators for More Mail Use*

Ability to track campaign from print to delivery

Financial

  • Health — Easier audience targeting
  • Insurance — Easier personalization
  • Retail — Higher return on ad spend (ROAS)

*Consumer packaged goods companies had too low a sample size to be included in this part of the survey.

More than businesses in any other industry, financial companies reported that being able to track direct mail campaigns, from print all the way to delivery, would be the biggest motivator to increasing direct mail use.

Pro tip

The Informed Visibility® tool makes it easy to track the progress of mail campaigns, allowing brands to see when a mailpiece has entered different stages of the delivery cycle and when it’s reached its final destination. This near-real-time information also makes it easier to coordinate complementary marketing like emails or social ads, maximizing the impact of each mailpiece.

Impediments to Mail Use

Cost per mailing/too expensive

35%

Overall, 35% of businesses across all industries report that cost per mailing, and direct mail being too expensive generally, are the main impediments to using mail. Financial companies also report this as the main reason for not using mail more often.

Pro tip

Direct mail can be an extremely effective marketing channel: Nearly seven out of 10 marketers feel direct mail is the highest ROI marketing channel at their disposal.⁠ To keep down initial mailing costs, ensure there are no repeats on your mailing lists, so you don’t waste money sending out multiple mailpieces to the same address (and don’t overwhelm your customers).

Most financial companies plan to continue using mail going forward.

Using Direct Mail in the Future

91%

More or the same

Ninety-one percent of financial companies said they plan to use direct mail the same amount or more in future campaigns.

Pro tip

Direct mail is ever-evolving, with more ways than ever to connect it to digital marketing for actionable omnichannel campaigns. Including a QR Code or personalized URL on mailpieces, for example, makes it easier for customers to engage, while even advanced tech like augmented reality and virtual reality is becoming more accessible.

Key Motivator for Financial Companies

Being able to track campaigns—from printing all the way to delivery—would be financial companies’ top motivator for increasing direct mail use going forward.

Financial Industry Summary
  • Financial companies report having the highest expertise with direct mail.
  • Financial businesses say direct mail is as effective or more effective than other channels, except for social media (by 1%).
  • They are the most likely to track the effectiveness of direct mail.
  • Out of all direct mail techniques, financial companies most often use personalized offers.
Explore more
Financial metrics
Footnotes
  1. [1] “Direct Mail Industry Research: Insights Report,” Summit Research for McCann Worldgroup, May 2023.
  2. [2] USPSDelivers.com Research — Full Report, Qualitative and Quantitative Results, Summit Research, February 2021.

QR Code is a registered trademark of DENSO WAVE INCORPORATED.