The State of Direct Mail

Dynamic direct mail has the best ROI of all the channels used by enterprise marketers.

2021 brought many changes to the way brands do business. Marketers are transforming legacy direct mail processes with automation and technology, ushering in a new era of direct mail that is personalized, trackable, measurable, and drives bottom-line impact in the form of acquisition, retention, CLTV, revenue, and ROI like never before.

For the second State of Direct Mail, we wanted to understand how enterprise marketers are using direct mail, the challenges they face, and how they are transforming the channel into a crucial part of their omnichannel marketing strategy.

Methodology

For the 2022 State of Direct Mail, we partnered with Comperemedia to interview 170 marketing executives from companies across the US with 1,000 or more employees within specific industries that send up to over 500M mailpieces per year. 74 % target both B2B and B2C. The majority of companies state that their mail volume ranges from 100K to 100 million mailpieces per year.

Direct mail is a core part of omnichannel marketing strategy

For enterprise marketers, direct mail is a piece of the marketing strategy puzzle: Companies are integrating direct mail into their existing omnichannel strategy with email, marketing automation, and data from their CRMs.

Key Takeaways

For enterprise marketers, direct mail is a piece of the marketing strategy puzzle: Companies are integrating direct mail into their existing omnichannel strategy with email, marketing automation, and data from their CRMs.

1. Every touchpoint counts in the customer journey and marketers are mailing smarter, not harder. By using data from their CRMs, marketing automation platforms, and other integrations, marketers can precisely segment and target members of their audience to receive the right message at the right time in conjunction with other touchpoints in the customer journey.

2. This coordinated effort results in fewer targeted mailpieces being sent (good for sustainability efforts) and better response and ROI metrics.

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