Posted by Brian Berg Google+
The direct mail and postal direct mail industry including consumer and business mailing lists is forecasted to have a stellar 2015! According to Statista, the revenue for direct mail advertising in the United States grew from $10.8 billion dollars in 2009 to $12 billion dollars in 2014. Businesses are getting very savvy about integrating and combining mailing data with other marketing channels.
Although there is no doubt that marketing dollars have shifted towards digital in the last decade, most marketers conclude that with today’s overly communicated consumer, an integrated marketing mix including direct mail is an optimum approach for lead generation, especially new customer acquisition.
Direct mail is often the only reliable way to reach reasonably affluent males. The over 50 market, already large and growing with plenty of disposable dollars, continues to respond to direct marketing.
According to a recent address by Postmaster General and CEO Patrick Donahue, “Businesses are getting very savvy about integrating and combining mailing data with other marketing channels.”
Postal direct mail marketing is also benefiting from the increasing adoption and embracing of big data in the marketing sector. Companies understand that direct marketing’s foundation is accurate and well targeted data. Data has always been a key element for the planning and implementation of a successful direct marketing campaign.
Although social media and other digital tools may have a lower cost of entry, the ability to track ROI is much more quantitative with direct mail marketing versus social media.
According to the Direct Mail News, the average response rate for direct mail for both consumer and business mailing list campaigns was 4.4%, which was much higher than electronic mail’s response rate of just 0.12%.
In addition, the United States Postal Service announced that it won’t file for another postal rate increase for January of 2015.
With such positive indicators, 2015 is setting up to be a profitable year for direct mailing marketing campaigns!