The Comeback of Direct Mail

The future of direct mail is a mixed bag. On the one hand, social media and electronics have become a faster, easier and cheaper way to reach people, and in the recession a little over 10 years ago, direct mail dropped in popularity. On the other hand, direct mail still is a good way to impact people with a message in a way they can hold in their hands and easily pass on to others. So, it will continue to be a method of advertising.

Key Takeaways:

• The recession in 2009 led to lower marketing budgets, which reduced the level of direct mail sent by businesses.
• Three-quarters of direct mail volume comes from commercial printers and specialized direct mail printers.
• Direct mail is critical because it is tangible, drives the call to action, is easily tracked and offers the highest conversion rate.

"Direct mail remains an important tool for businesses to reach new and existing customers and a pivotal application for the USPS and for a broad sector of the printing industry."

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