Is Direct Mail Dead?
There is no question that direct mail volumes are decreasing year over year.
Yet looking at our mail box every day, I wonder. We are receiving more catalogs than ever: It’s true that some are thinner, but they are much more targeted than in the past. In other words, my wife gets a catalog of women’s clothing and I get the men’s catalog.
Direct mail is still viable and widely used: It’s estimated to be a a$140 billion industry. And with new innovations and hyper targeting, direct mail may see a resurgence.
When this piece of mail arrived in my mail box, I had to do a double take. That is a photo of my street and my house on the letter. I know it’s just a Google image, but still, that is pretty darn arresting.
Direct mail is more expensive than sending an email, paid search or other electronic options, but the response rates tend to be much higher for direct mail. So direct mail is not dead, but what might be dead is the non-targeted use of direct mail. In a rush to impersonal appeals online, direct mail may be a way to personalize your approach and increase sales.