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Direct Mail

Direct Mail category contains all articles about Direct Mail Marketing and the value of using the offline marketing medium, even for those who are focused on the online and social media.

Direct Mail Is Pushing The Envelope

Social media, email, search engine optimization, print advertising, trade shows, conferences… There are so many marketing channels nowadays that business owners often overlook a tried-and-tested marketing method that still yields results. Direct mail marketing might seem like a thing of the past, but we have a list of direct mail statistics that will convince you otherwise.

Once you’re convinced Direct Mail can help your business grow without spending much, our Mailing Lists are the right tool to help you get that job done even cheaper.

girl checking mailbox
You’ve Got Mail …


So let’s put those tongue in cheek, “pushing the envelope”, Direct Mail jokes aside and let these facts knock you off your seat…


41% of Americans of all ages look forward to checking their mail each day

There’s just something exhilarating about opening that little mailbox to find an item you can hold, with your name written on it.

Over 4 in 10 Americans of all ages look forward to checking their mailbox.

While older generations are more likely to say they enjoy getting mail, it’s amazing to find that 36% of Americans under 30 also feel this way.

And not only do they look forward to receiving a piece of mail but they tend to hold on to it for a long time. In an average household, mail is thrown out after 17 days. This gives plenty of opportunities for direct mail to get read or at least skimmed through.


58% of the mail American households receive is marketing mail

Very few people exchange letters in the digital era. According to the latest data from the USPS Mail Use & Attitudes Report, the direct mail industry accounts for almost 60% of the mail US households receive. This stat really reinforces the previous one. If people mostly get marketing mail and are still looking forward to it, that’s great news for mail marketers.
(United States Postal Service)

The average American household receives 454 pieces of marketing mail per year

Is direct mail dead? Absolutely not. The same USPS report shows that direct mail advertising is alive and kicking. The organization’s data shows that 454 pieces of regular marketing mail get delivered to an average US household every year. On top of that, 92 pieces of nonprofit marketing mail land in the average mailbox as well.
(United States Postal Service)

Direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists in 2018

The 2018 DMA Response Rate Report brings news of amazing average direct mail response rates. The household list response rate was 9% in 2018, significantly up from 2017, when it was 5.1%. The prospect list response rate was 4.9%, also showing a big increase compared to the 2.9% it achieved the year before.

What’s contributing to this spike in numbers? In a word, technology. Thanks to technological advancements, mail marketers are gathering more data about consumer behavior. They’re sending out direct mail to people who actually look forward to it, which is why they’re getting much better direct mail response rates. We’re looking forward to seeing whether or not the 2019 report brings even better results.
(Data & Marketing Association)

Oversized envelopes have the highest response rate: 5%

If you are looking for direct mail ideas, you should know that packaging matters. Some mail formats outperform others. Postcards get a fairly high response rate – 4.25% – followed by dimensional mailers with 4% and catalogs with 3.9%. The average response rate for direct mail in letter-sized envelopes is the lowest at only 3.5%.
(Data & Marketing Association)

59% of US respondents say they enjoy getting mail from brands about new products

Consumers can run a Google search and discover new products from their favorite brands. But when they get a glossy catalog through the post it makes them feel appreciated by the brand. As many as six in 10 Americans say they enjoy learning about new products this way according to Epsilon’s direct mail advertising statistics.

18% of B2B marketers’ budget is assigned to direct mail marketing and print advertising

B2B marketers still send printed ads and catalogs to existing clients and leads years after diversifying their marketing channels. Social media and content marketing are contemporary ways of reaching out to clients but they haven’t managed to push direct mail lists out of the picture. Why? Because direct mail still delivers good results. More on that in the following section.

42.2% of direct mail recipients either read or scan the mail they get

When you send a marketing message, you obviously want people to see it. Email might be cheaper, but it’s easily ignored. Direct mail will, on the other hand, get read, or at least scanned by your target audience. The Data & Marketing Association, formerly known as the Direct Mail Marketing Association, reveals that 42.2% of direct mail recipients go through the material you send. Only 22.8% say they don’t read it at all.
(Data & Marketing Association)

Advertising mail is kept in a household for 17 days on average

If you were wondering why direct mail works, here’s your answer. Direct mail stats show that people tend to throw out advertising mail after 17 days. This gives all members of the household plenty of time to review it and take action.

60% of catalog recipients visit the website of the company that mailed them the catalog

Consumers are very likely to visit a website after discovering a product in a catalog. Modern shoppers turn to the internet for further product information, but what produces the spark that makes them visit a website? In many cases it’s flipping through a good old catalog, according to direct mail statistics published by the US Postal Service.
(United States Postal Service)

44.4% of merchants upped catalog circulation last year

Retailers understand that catalogs boost website traffic in addition to raising brand awareness and increasing conversion rates. That’s why almost half of them increased the number of catalogs they sent out last year.

Direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail

By keeping a piece of direct mail in a household for days on end, consumers are constantly reminded of the product you are advertising. This makes them more prone to visit your website or brick-and-mortar business and make a purchase. With a direct mail conversion rate of 28%, this marketing method is definitely worth a shot.
(United States Postal Service)

73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want

Leads love to be nurtured. Consumers like having a relationship with their favorite brands, but not based on the brand’s marketing schedule. For example, they hate it when they’re browsing the web and all of a sudden an ad appears. They want to be able to learn what’s new with the brand they support at their own convenience. Epsilon’s direct mail marketing statistics show that the majority of US consumers prefer direct mail as a method of communication with their favorite brands because they can review it when they see fit.

Direct mail offers a 29% return on investment

The US Postal Service implemented new, slightly higher postage rates in January 2019. Even with the current postal rates, direct mail marketing provides a strong return on marketing investment. In fact, it matches the ROI of social media marketing efforts. Direct mail stats published by Marketing Charts show that direct mail brings a 29% ROI while social media has a 30% ROI.
(Marketing Charts)

50.9% of recipients say they find postcards useful

Their small size makes them stand out in a mailbox, and the fact they don’t come in an envelope means virtually all postcards get read. Combine this with DMA’s stat that half of consumers find postcards useful and you’ll understand why postcard marketing is arguably the most effective direct mail method available.
(Data & Marketing Association)

Consumers aged 45-54 are the demographic group most likely to respond to direct mail pieces

The key to any successful marketing campaign is knowing who to target and where. Just as you wouldn’t advertise a steak restaurant using a vegetarian restaurant’s mailing list, you also need to know which demographic group responds to which marketing method. Individuals aged 45-54 have the highest direct mail response rate: 14.1%. This makes them a much better target audience than members of Generation Z, who are more reachable via social media platforms like Snapchat.
(Data & Marketing Association)

Direct Mail Works

If you thought direct mail was dead, we are sure that by now your opinion has changed. This form of marketing is alive and well.

This is why at Homeowners Marketing Services, we’ve stuck with one thing for over 50 years and we do it better than anyone else, because we focus on one thing only: getting the most accurate & fresh mailing list in the hands of our customers as soon as that data becomes available (hence the term “fresh”). When our customers say they want to target new homeowner, or new movers, they reach them exactly at the time they are moving, not weeks or months later. This is why most of our customers have stuck with us, on average more than 10 years, because it works.

Contact us when you think it’s time for your business to see the kind of growth our customers are seeing when they apply tried and true marketing concept : make the right offer, to the right person at the right time.