According to a recent report by Lob, a leading Direct Mail Automation company, Direct Mail Marketing in 2024 is alive and well.
Direct Mail Marketing in 2024
Lob conducted a survey of 250 marketing professionals at large North American companies, who reported that:
- 84% say Direct Mail has the highest ROI of any marketing channel
- Direct Mail yields their best conversion rate (85%) and response rate (84%)
- 82% are increasing their investment in Direct Mail (a striking increase from 58% in 2023)
Additionally, Direct Mail is a channel that works across “just about any product or vertical,” said Fink, naming apparel, financial services, insurance, automotive, home goods and services as examples. “Is it scalable?” he asked. “It reaches every household, every individual in the United States.” The channel, that is, not every mailpiece.
An article by MarTech Online explores the resurgence and effectiveness of Direct Mail Marketing in 2024. Although email has become flooded with advertisements, physical mail now offers a unique appeal. Jacob Ross, CEO of PebblePost, a company helping businesses turn Direct Mail into a programmable medium, emphasizes that people engage with relevant, respectful mail more than email. Research shows a majority of consumers, including Gen Z, still send and receive physical mail, valuing its tangible nature.
Young Consumers Love Direct Mail
Direct Mail’s strength lies in its persistence; recipients often keep it at home for days, making it effective across demographics and products. Dave Fink, CEO of Postie, yet another Direct Mail Automation company, notes that Direct Mail converts well with younger audiences, and larger brands like Hilton and Gap continue investing millions in it. Data-driven approaches, like PebblePost’s “programmatic direct mail,” use customer insights for precise targeting, helping brands reach potential customers effectively.
Recent research from Stamps.com , a company enabling paying for mail at home, thus saving unnecessary wait at USPS branches, shows 65% of U.S. consumers still send letters and packages with nearly half (48%) of Gen Z, teens and twenties, sending mail one to two times per month. That’s an audience that might well be susceptible to receiving mail from brands as long as it meets the right criteria. “Relevant and respectful,” as Ross said.
Direct Mail Thrives With Data-Driven Automation
There’s still Direct Mail Marketing out there that isn’t data-driven and you can usually tell when you receive it. Are you a veteran? Are you a Medicaid recipient? No and no. PebblePost, Postie were early proponents of putting data at the heart of their Direct Mail operations. PebblePost even calls its offering “Programmable Direct Mail”. 
Direct Mail also aligns with retail, allowing brands to use their data for targeted campaigns. Direct Mail is an addressable channel, of course, targeted at the household level and individual-in-the-household level. “Direct mail gives these retailers a really powerful, highly targeted ad unit that brands can’t access outside them because they need that retail data,” said Fink. The second component is the brand story. “If you have the opportunity to share your creative, you have credibility and authenticity.”
New technology now makes Direct Mail campaign automation an easy process allowing variable, programmatic approach that enables personalization at the mail piece level, both small business as big box retailers turn to accurate and targeted data as the core of their marketing efforts. However big corporations have programmers and data people taking care of their Mailing List data, but who will take care of the smaller business owner? Enter Homeowners Marketing Services.
The Fuel That Powers Your Direct Mail Future – Our Data
Our Mailing Lists go through rigorous data hygiene processes and are cleaned, augmented and treated every single day, using data arriving from counties across America each and every day.
The result? Even the small mom and pop business now has access to data at the timing and quality afforded only to big companies in the past.
You, the business owner, can place a call today and get by tomorrow we’ll put in your hand data that was just published and cleansed such that you have access to consumers in your area who are likely to make a purchase because their lives have just changed big time – they had moved to a new place of residence and you have the chance to introduce them to your products and services as they have to find new providers for anything from remodeling, furniture, water systems, pet services, doctors, family services and activities and retail locations. Since the average move in America is over 20 miles from the last place of residence – most movers and new home owners will need you but not yet know you are there.
Now you have the power to access an affordable data at the same speed and quality only big retail used to have. You’ll be smart to contact us and get your hands on it – this is the pool of new customers your sales are in need of. Get in touch today.