Direct Mail Statistics: Proven Results That Defy Digital

In the age of screen consumption and mobile devices, many would consider direct mail marketing a dated strategy for reaching potential customers. However, as the statistics show, direct mail is far from dead. In fact, it has seen a resurgence in recent years due to its unique ability to cut through the digital noise that we are all accustomed to. It also presents a distinct opportunity, because paperless bills have reduced the amount of physical mail people receive, making direct mail even more powerful. As the direct mail stats below show, it remains a viable marketing strategy that is here to stay.

If you analyze the chart above, you will recognize that mail volume in the United States has been in a state of decline since it peaked to 213 billion units in 2006. As more people switch to paperless billing and companies move to digital marketing methods, the amount of physical mail people receive has decreased to just 116 billion units in 2023.

You may interpret that as an indicator of why you should avoid direct mail marketing, but it’s actually the opposite. As the amount of mail people receive decreases, the easier it becomes to make an impact with physical mail and produce mailers that are actually reviewed by potential customers.

Below are some additional insights into the effectiveness of direct mail marketing, and the results might surprise you. 

1. 42.2% of direct mail recipients read or scan the mail they receive. This can be considered a high level of engagement when compared to email open rates which are typically cut in half to 20%. The physical presence of direct mail commands a higher level of attention, which makes it less likely to be ignored. 
2. Direct mail requires 21% less cognitive effort to process compared to email. According to studies, physical mail is easier to process and digest compared to digital media. 
3. Direct mail offers a 29% return on investment. This level of ROI is right in line with digital marketing showing it still has a high engagement rate even in today’s digital based world. 
4. 41% of Americans look forward to checking their mail each day. Checking the mailbox is a daily ritual for most and the surprise of not knowing what you will receive makes it more engaging. 
5. Direct mail open rates can reach up to 90%. Compare that to email which is around 20%-30%.
6. Advertising mail is kept in a household for 17 days on average. Direct mail stats show that people don’t throw away mail for 17 days, giving plenty of time for the recipients to review and take action.
7. 74% of business marketers say they get the highest return on investment from direct mail marketing. This is more than from other promotional channels that they use.
8. Direct mail typically results in a 95% engagement rate for companies. On average, people interact with these items four times at home on average.

Part of the allure with direct mail is that the recipient can hold, feel, and interact with it. As a result, this physical connection adds to the trust and credibility of it in a way that digital cannot. It is also viewed as being more personal. With the right data, companies can customize their mailer to reflect the recipient in a personalized way. 

Equipped with the right data, marketers can create highly targeted campaigns that are personalized for the recipient. Therefore, this will lead to higher levels of engagement and drive more conversions. 

For example, a study conducted by the Data & Marketing Association (DMA) revealed that personalized direct mail has a 135% higher response rate compared to mail that has not been personalized. 

The more personalized you can make your direct mail, the better opportunity you have to improve the performance of your next campaign. In other words, all of your direct mail marketing pieces should include the recipient’s name, be tailored to their preferences, and should offer them a unique deal.

While the digital landscape of our time has transformed marketing, direct mail has proven to remain a viable method for lead generation. As the direct mail statistics above show, there is a real opportunity to shine in your next marketing campaign with this traditional form of advertising. The decline in physical mail volume, combined with the psychology behind direct mail, creates a great opportunity to stand out. According to these statistics, direct mail is not only far from dead – it’s actually more powerful than ever.

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What is direct mail marketing?

Direct mail marketing is a type of advertising where businesses send physical promotional items, such as catalogs, letters, or postcards directly to a targeted consumer. These mailers typically contain promotional information, coupons, or personalized messages to engage the recipient.

How often should I send direct mail?

The frequency really depends on your audience and also your goals. Some businesses send information on a monthly basis, while others will send seasonal or event-driven campaigns. Consistency will keep your brand top of mind.

How can direct mail be personalized?

Direct mail should have the recipient’s name, referencing past purchases or interests, and offer custom tailored deals.

How can I make my direct mail campaign more effective?

To learn more information about how to make your direct mail campaign effective, click here for our blog post on the subject.

1. 20 Direct Mail Marketing Statistics to Know for 2023. Data Axle USA. Available at: dataaxleusa.com
2. 48 Direct Mail Statistics for Marketers in 2024. Postalytics. Available at: postalytics.com
3. Direct Mail Statistics You Need to Know (Updated 2024). PostGrid. Available at: postgrid.com
4. Direct Mail Advertising and Marketing in the United States – Statistics & Facts. Statista. Available at: statista.com
5. Direct Mail Statistics for Small Businesses. NerdWallet. Available at: nerdwallet.com
6. Is Direct Mail Dead? Mail Shark. Available at: themailshark.com
7. Welcome from TheDMA.org | About the ANA. ANA. Available at: ana.net