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Direct Mail Services: Still the Preferred Choice

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Direct Mail Services: Still the Preferred Choice

by Donovan Dillon Contributor

Posted on March 06, 2013 16:20 PM


Direct mail services, once thought to be going the way of the dinosaur, are alive and well today.  In fact, statistics show that direct mail is still the preferred choice for many consumers to receive marketing information; however, to create an effective direct mail campaign, there are certain things to remember.

Preferred Choice

According to a 2012 Channel Preference Study, 62 percent of Americans still enjoy checking their postal mailbox every day, and that 51 percent pay more attention to the items in their postal mailbox than their email inbox.  Despite the explosion of social media sites and the use of email, these statistics indicate that direct mail services, especially a campaign using targeted mailing lists, remains a successful way to reach current and potential customers.

Reasons for Direct Mail Preference

Consumers have many reasons for preferring direct mail to email for some types of communication.  Seventy-three percent of those in the Channel Preference study indicated they preferred direct mail campaigns, as those offer the opportunity for recipients to read the information at their convenience.  In addition, according to the 2012 GAP Report, 80 percent of consumers open mail that arrives in their postal mailbox.  Thirty-four percent of those consumers open all direct mail while 45 percent say they only open direct mail from companies they have previously done business with.  Other reasons that consumers prefer direct mail are the personal feel of a promotion mailed directly to them, unlike email, which seems impersonal, while 44 percent say that the product or service being promoted interests them. These statistics further show that direct mail services are an important part of any marketing plan.

Email Overload

One of the main reasons many consumers prefer receiving direct mail is the overload of emails many people receive on a daily basis.  The Channel Preference survey found that 70 percent of respondents received more emails in 2012 than the year before, and 73 percent say they don’t open many of those emails because there are simply too many.  In addition, social media outlets, which were thought to be overtaking direct mail services, now include negative aspects.  YouTube viewers are bombarded with advertising, while Facebook followers are becoming increasingly frustrated with privacy issues and changes to that social media site.  Targeted mailing lists put your information directly into the hands of those who are most likely to benefit from the mailing piece.

Direct mail services remain an effective means of communication for reaching out to your customer base.  Visit us at and sign up for our free trial today!

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.