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The Resurgence of Direct Mail as a Growth Marketing Strategy
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- 4. 5 1 2 4 3 Advances in Direct Mail Technology Ways to Leverage Direct Mail to Generate Leads, Drive Sales, and Save Money The Impact of Direct Mail + Digital Campaigns Why More Growth Marketers are Exploring Direct Mail TODAY’S CONVERSATION USPS Updates: 2025 Promotions and Mail Growth Incentive 4
- 5. Direct Mail has remained the 5th largest marketing channel by spend with $43.07B in spend and is projected to increase to $44B in the next few years through 2026. 2.1% INCREASE Source: Winterberry Group: Direct Mail in the United States (March 2023) 5
- 6. 43% 48% 26% 29% I am much more comfortable receiving advertisement… I typically view the company being advertised more favorably when I receive an ad … Statement B: In the Mail Statement A: Digitally Responses were almost 2X more favorable to mail over digital Over half of mail recipients have tried a new product, service, or establishment in the past 6 months because of Marketing Mail1 Agreement with Statements About Receiving Ads through the Mail vs. Digitally2 1. USPS Mail Moments Spring 2023 2. USPS BHT Q4 FY23 Mail Report DIRECT MAIL RESONATES WITH RECIPIENTS 6
- 7. GENERATE LEADS, DRIVE SALES, AND SAVE MONEY Tactile Sensory & Interactive USPS Promotion Personalized Color Transpromo USPS Promotion 7 Figure Source: © Gunderson Direct
- 8. Digital + mail IMPACT OF CHANNEL INTEGRATION 450% Boost in Response Rates1 28% Higher Conversion Rates1 50% Increase in web traffic when including a direct mailpiece in your marketing mix2 1. US Modern Postcard, Direct Mail Statistics 2023 2. Direct Mail Research: 2023 Direct Mail Marketing Benchmark Report - SeQuel Response (sequeldm.com) 8
- 9. HOW TO INTEGRATE CHANNELS 9 Retargeting USPS Promotion Informed Delivery USPS Promotion
- 10. No Interactive Campaign Interactive Campaign Applied Black & white scan provided by the USPS • Promotional brand images • CTA and link to respond • Sorts to the top of the email digest Create your Informed Delivery campaign elements and submit them for review/approval via the Mailing Promotions Portal (MPP). INFORMED DELIVERY — DELIVERED TO YOUR INBOX AND MAILBOX 10 Source: © Gunderson Direct
- 11. Source: © Gunderson Direct Masterworks – Self-mailer 11
- 12. Ethos – #10 Letter 12 Source: © Gunderson Direct
- 13. ADVANCED TECHNOLOGY IN ADVERTISING & DIRECT MAIL Data and Analytics Automation Tools Variable Data Printing 13
- 14. 2 Mail Growth Incentives 72% Volume increase for new ET Promotion compared to 2023 2024 and beyond 98% Of mail and packages delivered in less than 3 days The ways USPS is Driving Value… 60.6M+ Informed Delivery Subscribers 95.2% Of Marketing Mail on time against the USPS service standards 14
- 15. 2025 PROPOSED PROMOTIONS BASE PROMOTIONS ADD-ON/UPGRADE OPTIONS INFORMED DELIVERY® SUSTAINABILITY INTEGRATED TECHNOLOGY FIRST-CLASS MAIL ADVERTISING REPLY MAIL IMBA™ CONTINUOUS CONTACT TACTILE, SENSORY, INTERACTIVE 15
- 16. USPS Industry Alerts Sign up for USPS Industry Alert to stay up-to-date on the latest news PostalPro FAQs View various program and product FAQ links and information Press Releases Check the USPS.com Newsroom for the latest industry press releases Postal Customer Council Receive training opportunities on how to use mail to achieve growth STAY UP-TO-DATE ON NEW OPPORTUNITIES AND NEWS 16
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