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.
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.
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.
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.
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.
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.
- Data from Forrester Research Inc., commissioned by USPS, 2020.