Does direct mail have a powerful role in your 2024 marketing mix?

Here are 5 reasons it should.

In a world of ad blockers and spam folders, direct mail feels like a safe haven for marketers and consumers alike. Even new brands are turning to direct mail to make a larger impact on key audiences. In a USPS survey, 72% of Gen Z respondents said they’re “excited to discover what the mail brings every day.”


Let’s hit the pause button on the AI and social media hype and rediscover the power of direct mail. You may want to reshuffle the marketing mix for your 2024 campaigns.


Reason #1: High Open Rates. According to Earthweb, the average person receives 100 to 120 emails per day with an open rate of between 20 and 40%. On the other hand, people in the U.S. receive an average of just 2 pieces of marketing mail per day. The Association of National Advertisers reports that up to 90% of direct mail gets opened.


Reason #2: High Brand Recall. According to research by Marketing Profs, three-quarters of consumers are able to recall a brand after receiving a piece of direct mail. Only 44% of consumers can do the same after seeing a digital ad.


Reason #3: USPS Incentives: In 2024, the USPS is offering six unique programs to save you money by using the latest printing and direct mail technologies:


  • Tactile, Sensory and Interactive Engagement (5% discount)


  • Emerging and Advanced Technology (3%-4% discount for flexible 6-month period)


  • Personalized Color Transpromo (3%-4% discount)


  • Informed Delivery (4% discount, 0.5% incentive for eDoc Postage Statement Submitters)


  • Reply Mail IMBA (3%-6% discount)


  • Retargeting (5% discount)


Reason #4: Less Disruptive: We are bombarded with thousands of brand messages per day, mostly in digital form. Direct mail gives people more control of how and when they experience your message. It also gives them a much-needed break from their many devices.


Reason #5: More Revenue & Profit: According to the Institute of Data and Marketing, campaigns that include mail in the mix are 75% more likely to report increased ROI and 43% more likely to report increased revenue.

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