Is direct mail dead?

This is a common question clients ask us, and it’s a good one. If video killed the radio star in the 80s, then it’s reasonable to assume that digital has ax-murdered direct mail over the last decade. But hold off on inscribing that headstone just yet.

In a 2016 survey, about 67 percent of consumers said they like direct mail for making buying decisions, and 66 percent said they are more likely to remember to use a coupon or voucher if they have a physical copy to carry around. In fact, the response rate to direct mail is nearly four percent compared to .02 percent for Internet ads.

But here’s the real kicker: Guess who makes up direct mail’s biggest fan base? Millennials. Yes, those digital-savvy, tech-wielding gurus harbor an appreciation for old school direct mail. In a Gallup poll, 42% of Millennials surveyed said they preferred direct mail over online ads for political messaging, and 23% bought or ordered something recently as a result of receiving direct mail.

In general, 36% of people under age 30 said they looked forward to checking their mail each day. All this from a demographic that will have a cumulative spending power of $1.4 trillion in the next few years.

So is direct mail dead? We say no. But there are some really important keys to implementing an effective direct mail strategy – from utilizing an effective mailing list to making sure your message is on target. Looking for details?