The document discusses the debate around the effectiveness of direct mail versus digital marketing. It provides various statistics and perspectives from studies and experts on both sides of the debate. While direct mail volume is decreasing, the document notes direct mail can still be effective when used as part of a multi-channel marketing campaign and for driving customers to websites and online actions. The future of direct mail is seen as uncertain by some marketers.

2. The Truth Exposed
about Direct Mail
Google relies on digital media to attract new advertisers.
According to www.directmailman.com, Google uses direct mail to attract new clients and generate revenue. Google is also one of the largest direct mailers globally. More>
Consumers prefer e-mail over direct mail.
According to a recent Epsilon study, “Consumers use and trust certain communication channels more
than others.” At least one detail will be a surprise to a number of marketers: 50% of U.S. consumers prefer
direct mail to e-mail. More>
Advertising mail volume is going down.
The USPS reported in January that standard mail experienced a 4.0% increase in volume. More>
E-mail works better than direct mail.
According to an Advertising Age article, the Direct Marketing Association reports that “direct mail is 10 to
30 times more effective than e-mail.” In fact, direct mail response rates have been relatively stable since
2010. Additionally, when comparing response rates in the same study, 34 out of 1,000 customers responded to direct mail, while just one out of 1,000 customers responded to e-mail. More>
Catalogs and retailers have increased their spending on online advertising.
Paid search spending by catalog and call center retailers in the 2013 Internet Retailer Top 500 guide
dipped in 2012. More>
Direct mail should not be considered for multi-channel campaigns.
Marketing campaigns that use a multi-channel approach are more effective at reaching audiences and
increasing sales, according to ExactTarget’s 2012 channel preference survey. Of the common marketing
channels, direct mail has certain advantages over the rest that can make it the most important channel in
your marketing mix. More>
Small businesses rely on digital marketing for attracting new customers.
Digital marketing is all the rage among major corporations these days but not so much among small
businesses, according to new research by The Boston Consulting Group. Small businesses still rely mainly
on newspaper circulars and direct mail to drive customers into their stores. More>
Direct mail spending should be cut as the economy slows down.
Looking to cut costs amid the recession, Alicia Settle initially thought it would be a good idea to eliminate
her company’s annual direct mailing. Spending about $20,000 on the personally signed letters, which offered customers a discount on early orders, seemed indulgent for Per Annum Inc., which sells city diaries,
albums and planners in the struggling corporate gift market. But after swapping snail mail for e-mail last
year, Settle saw a 25% drop in early orders compared with the same period the previous year. “We realized
we had made a huge mistake,” says Settle, president of the New York firm. More>
Successful online marketing campaigns have no connection with direct mail.
“Mail is still the best way to drive prospects to a call to action to websites, micro-sites, YouTube and social
media outlets,” says Grant Johnson, founder of Johnson Direct LLC. We have seen a huge increase in demand from firms trying to use direct mail more effectively to drive results. More>

3. Gen X and Gen Y favor social media over direct mail.
A channel-use survey from Pitney Bowes uncovered a channel preference that was unexpected: Marketers under 35 are also more likely than other age groups to use direct mail in their marketing mix. More>
Online media is more engaging than direct mail.
New media marketers may be missing sales opportunities by ignoring old media tactics, says King Fish
Media CMO Gordon Plutsky. By reaching a consumer through the mailbox, a marketer creates a different
type of conversation. It’s more thoughtful. It provides recipients with a designed mail piece for them to
look at and make a more considered purchase. More>
Most marketers are not optimistic about the future of direct mail.
Despite mixed signals in the economy, more than 72% of marketers and marketing suppliers believe
direct and digital marketing are well positioned for future growth, according to a report from the Direct
Marketing Association.
--Extending Your Reach--
The United States Postal Service® delivers more than 149 million residences,
businesses and PO Boxes in every state and territory. That’s more mail to more
addresses in a larger geographic area than any other post in the world.
--
A whopping 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.
--Making An Impact-Direct mail represents 52% of total mail volume in the United States.
-On average, those who receive at least a catalog spend 28% more and
buy 28% more items than those who do not receive a catalog.
-Businesses in the U.S. spent $45.2 BILLION on direct mail
advertising in 2010, marking a 3.1 increase from 2009 levels.

4. Direct Mail
in the beginning.
BENJAMIN FRANKLIN created the 1st
direct mail-order catalog 239 years ago
1872
AARON MONTGOMERY WARD
unveils 1st modern mail-order catalog
Sears Roebuck & Co.
sold over 70,000 homes by mail-order from
1908 - 1940

5. Direct Mail
and Tucker Castleberry
Effective marketing today frequently includes a direct
mail component. Direct mail advertising targets
specific market segments and when carefully executed
can produce high rates of return on your investment.
But unless you are savvy in direct mail terminology,
postal regulations and can control numerous project
variables, managing an effective direct mail project
can be a challenging event for even the most
organized individual.
At Tucker Castleberry, we maintain a comprehensive
suite of capabilities to ensure our clients’ direct mail
campaigns are efficient, economical and effective.
WIth 4 inserters and 3 inkjet machines, we have the fire
power to “make it happen”.
Depending on your needs, we can provide any or all
of the services you require, from mailing lists and data
management to conventional and variable printing,
promotional branded products and extensive postal
expertise.
Over the years, we have earned a reputation among
our clients as a knowledgeable source of information
on emerging techniques, new trends, postal
requirements and informative tips.
Learn More:
Call us for a free estimate
on any of our services including
Direct Mail
770.454.1580
Email Us:
info@tuckercastleberry.com
Visit us online:
www.tuckercastleberry.com
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Scan QR Codes below to watch
videos on our newest equipment.
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