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How Marketers Like You Use Direct Mail

Article - 2 Min. Read

Leveraging direct mail in omni-channel campaigns can set your brand apart—but finding data on its efficacy can be challenging. New research from USPS® sheds light on this powerful marketing tool.

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Today’s marketers have more options than ever to grow their business—but they’re also under increasing pressure to make smart, strategic investments.

To help ensure success, future-forward brands are seeking to put their marketing dollars into media channels with proven results and validation from industry peers.

Direct mail, in particular, can be highly effective in capturing customers’ attention and driving them to act. However, recent, relevant data on the efficacy of mail can be hard to find.

To address this challenge and help marketers better understand the efficacy of mail, USPS commissioned propriety research, surveying 324 U.S.-based marketers using direct mail in their campaigns.[1]

Direct Mail Marketing Survey Results

Explore the key areas of the survey to see how marketers are incorporating direct mail into their omni-channel efforts.

Actions Driven by Direct Mail

To better understand the role of direct mail in driving customers to act and engage with brands, USPS asked businesses what specific actions were being driven through the use of direct mail.

Website Visits
77%
Purchases
64%
Program Signups
56%
Store Visits
53%
App Downloads
53%

Where Direct Mail Marketing Fits Within the Customer Journey

To gain insight into marketers’ key objectives for their direct mail campaigns, the survey also asked respondents which particular part of the customer journey they were using direct mail for.

Awareness
60%
Interest
63%
Consideration
49%
Purchases
64%
Loyalty
54%
Win-Backs
47%
Cross-Sells/Upsells/Repeat Purchases
46%

Direct Mail and Digital Media Coordination

Marketers also weighed on which digital channels they were using in coordination with direct mail to create well-connected omni-channel campaigns.

Email
73%
Digital Banners/Videos
55%
Mobile App
50%
Mobile Web
48%
Paid Social Media
40%
Search
28%

The Most Common Direct Mail Formats

Finally, the survey asked U.S.-based marketers which direct mail formats they used most often in their campaigns.

Newsletters
66%
Postcards
66%
Self-Mailers
56%
Catalogs
48%
Packages
45%

Key Takeaway

Today’s top marketers are constantly on the lookout for new, innovative ways to capture customer interest and encourage action.

With the survey results outlined above, marketers now have better insight into the various ways industry peers are achieving success with direct mail marketing, creating exciting, engaging campaigns that set their brands apart.

Footnotes
  1. [1]Data from Forrester Research Inc., commissioned by USPS, 2020.

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