• by Ray Schultz , Columnist, January 16, 2024

Brands have many channels to choose from. But there is one that stands out in this age of generative AI. 

Print. Direct mail. Junk mail. Marketers say direct mail helps them: 

• Improve their company’s brand and image — 84%
• Drive leads for their business — 85%
• Generate brand awareness for their business — 87%

Moreover, marketers believe direct mail can help them:

• Increase brand awareness — 65%
• Generate leads and sales — 57%
• Drive traffic to a website — 53%
• Convey detailed information about products/services — 39% 
• Drive more foot traffic to physical locations — 36%
• Complement online marketing efforts — 32% 
• Improve overall marketing ROI — 32%

Of the respondents, 48% simply prefer digital marketing channels. 

Moreover, 29% cite lack of budget for printed marketing campaign materials, while 25% are uncertain about the effectiveness of printed materials.
They also cite:

• High list, printing and mail production costs — 46%
• Difficulty in tracking and measuring ROI — 34%
• Difficulty in targeting specific audience segments — 34%
• Distribution logistics and costs — 32% 
• Limited reach compared to digital marketing channels — 28%
• Design and content-creation complexity — 17% 
• Implementing direct mail into my overall strategy — 11%
• Lack of experience in direct mail use and buying — 8%
  

How do they measure it?

• Sales revenue generated —52%
• Increase in website/store traffic — 48% 
• Increase or inquiries or quote requests — 45%
• Customer feedback or surveys — 38%
• Growth in qualified leads — 37%