Recent research from SeQuel Response shows that 65% of marketers who run direct mail campaigns report an improvement in performance over the last 12 months. Most marketers rate their campaigns as very or moderately successful across formats such as self-mailers, postcards, letters and catalogs.
Various methods are used to measure the success of campaigns, including multitouch attribution models, business reply envelopes and toll-free numbers/vanity URLs. Demographic selections and first-party sources are the two most popular data sources for mailing lists.
Marketers are concerned about increasing data security regulations and rising paper costs, which could affect future direct mail campaigns. The research was based on data collected from 158 marketing strategy leaders in 2022.
Direct Mail Marketing Trends
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