While some company leaders may underestimate direct mail’s current market position, the channel represents about $40 billion or ~20% of all US offline channel spend. The growing focus on synchronizing digital and physical channels means printed mail delivers exceptional results that create valuable sales conversations for direct mail service providers who understand its true potential.
The data tells a compelling story that company leaders should share confidently. Research led by marketing academic, Dr. Jonathan Zhang, found 80% of consumers find physical ads more memorable than digital ones, with direct mail campaigns delivering average order values 22.9% higher than digital-only approaches. Executives integrating direct mail with digital are 150% more likely to report positive ROI.
These facts create powerful talking points when discussing campaign options with clients who may be skeptical about printed mail’s relevance.
What Clients Need To Know
Print professionals can shift client conversations from production details to business outcomes by highlighting direct mail’s unique advantages of response and conversion in today’s cluttered digital environment.
When meeting with marketing teams, they should share how physical mail creates tangible impressions that break through digital noise. The research led by Dr. Jonathan Zhang and commissioned by USPS confirms that 70% of consumers report frustration with digital overload, making them more receptive to well-designed mail. This opens discussions about creative options that maximize this engagement potential.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
