By Bill Shoss

Funny thing about direct mail. “Those-in-the-know” digital marketing experts would have us believe that: 

• Nobody uses it anymore
• Nobody wants it
• Nobody reads it
• Nobody reacts to it
• Nobody makes money with it 

Yet current research on the subject by the USPS, and others, tells a much different story. For example, the June 2011 issue of Deliver Magazine reveals that direct mail is alive and well in the marketplace . 

Business in the U.S. spent $45.2 BILLION on Direct Mail Advertising in 2010 marking a 3.1% increase from 2009 levels. And, expenditures are expected to increase by 5.8% this year. 

• 98% of consumers bring in their mail the day it is delivered, and 77% sort through it immediately
• 15% of all consumers receiving at least a catalog and 12% receiving at least a letter, postcard and/or flyer from a company made a purchase on the company’s website
• On average, those who receive at least one catalog spend 28% more and buy 28% more items than those who do not receive a catalog
• Direct order Business-to-Business Direct Marketing sales are projected to increase 5.4% over the next three years.
• Retail purchases are forecast to grow by 7.2% while lead generation will rise 5.2% 

And, to top it off, 18 to 34 year olds preferred direct mail and newspapers by a factor of 2 to 3 times for info about household products, health products, insurance and financial services over online sources such as social media. 

Bottom line: Direct mail advertising still works, when used appropriately – particularly as part of an integrated marketing program including internet, social marketing, media, collateral literature, etc. 

At R&S Marketing -a St. Louis advertising agency, we do it all, choosing whatever medium is best for your situation. We integrate all media into a consistent marketing programs that delivers measurable results, while building brand images for our clients. In today’s market, we believe that’s what it takes to achieve desirable ROI on marketing investments. 

If you’re not getting satisfactory results, maybe we should talk. Give me a call at 314-576-4944, or visit our website http://fbpage.rsmktg.com. 

Bill Shoss has over 40+ years experience in advertising and marketing.