Direct Mail Suprissingly Successful-Statistics to Show


I would expect for direct mail to be an extremely archaic channel to communicate with customers. It’s slow, expensive, the channel is flooded, and it’s fairly widely considered to be a nuisance. However, a couple of the statistics below are showing higher viewing and response ratings than I would expect. I’m still skeptical, but this is what the study is showing.

2/5

of Advertising pieces sent by Standard Mail in 2009 were mailed by retailers/merchants.

79%

of U.S. households either read or scan advertising mail sent to their household.

47%

of U.S. households read catalogs. Only 19 percent discard them without reading them.

2.3

Number of weekly advertising mail pieces that affluent households (those earning $150,000+ annually) intend to respond to.

30.7%

of “advertising-only” mail sent by First-Class Mail in 2009 was mailed by the services industry.

Source: U.S. Postal Service Household Diary Study, 2009. Referenced by Deliver; Volume 6, Issue 6, December 2010
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