Direct mail has a long, proven history as a successful advertising medium. Its strength is based on its ability to communicate one-on-one with a targeted audience, as well as the tactile experience readers get when they interact with a mailpiece. Direct mail encompasses a variety of marketing materials, including advertising circulars, coupon envelopes, brochures, catalogs, postcards, newsletters and sales letters, billing statements, sample-sized products, and other commercial merchandising materials all delivered to homes and businesses. Today, with less competition in the mailbox, direct mail is being recognized as having a better chance than other mediums for being noticed. The “Mail Moment” continues to thrive as a daily ritual in which consumers bring in, sort, open and engage with their mail.

This page contains direct mail case studies and research about the value of direct mail, how it contributes to the customer journey, and recent innovations in physical communications.

Direct Mail Research and Case Studies

Datesort descending Title Document Source Publication Marketing Channel
12/2015 Improving direct mail targeting through customer response modeling Research Expert Systems with Applications Direct Mail
2/2016 Direct Mail Delivers: Strategies for Participating in the Value Chain Research Cannon Solutions America Direct Mail
2/2016 Making sense of metaphor: The impact of target-group-specific headlines in direct mail Research Journal of Marketing Communications Direct Mail
3/2016 Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness Research Journal of Retailing and Consumer Services Direct Mail
3/2016 Paper and pixels: Putting a digital stamp on direct mail Research ANA Magazine Direct Mail
3/2016 Advertising Mail: Past and Present Research USPS OIG Direct Mail
4/2016 Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises Research Journal of Advertising Direct Mail
5/2016 Preventative Cancer Screening Direct Mail Program Response and Diagnosis Rates Research Value in Health Journal Direct Mail
5/2016 Advertising Mail Future Prospects in Five Scenarios Research USPS OIG Direct Mail
5/2016 Moving from R&D to brand promotion: Building effective healthcare and pharmaceutical brands Research Warc Exclusive Direct Mail
6/2016 Political Mail and Millennials Research US Postal Service Direct Mail
6/2016 The Life Stages of Mail Research Royal Mail Direct Mail
7/2016 The Future of Mail: Fresh Thinking from Britain's Best Business Minds Research Royal Mail Direct Mail
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
10/2016 Gaming Company Re-engaged Customers through Mailpiece Case Study Direct Mail
10/2016 Retirement Center Expanded Client Base through Postcard Campaign Case Study Direct Mail
10/2016 Pet Clean Up Company Increased Awareness of their Unique Services Case Study Direct Mail
10/2016 Publisher Increases Subscription Rates with Personalized Bundles Case Study Direct Mail, Print
10/2016 Landscape Company Generated Thousands of Dollars Through Direct Mail Campaign Case Study Direct Mail
10/2016 Automotive Shop Gained Thousands in Revenue from Postcards Case Study Direct Mail
10/2016 Trade Show Gained Thousands of Attendees from Direct Mailing Case Study Direct Mail
10/2016 Grocer Used Customer Data to Create Marketing Profile for Each Store Location Case Study Digital / Social Media, Direct Mail, Print
10/2016 Direct Mail Generated Additional Patients for Dental Practice Case Study Direct Mail
10/2016 Auto Dealer Increases Automotive Sales to Customers with Lower Credit Scores Case Study