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
|Date||Title||Document Source||Publication||Marketing Channel|
|3/2012||Is An Advertisement Worth The Paper It's Printed on? The Impact of Premium Print Advertising On Consumer Perceptions||Research||Journal of Advertising Research||Direct Mail, Print|
|9/2011||Direct-Response Bookselling: How it Died, Why it is Alive Again, and Why it will Become Even More Important in the Future||Research||Publishing Research Quarterly||Direct Mail|
|1/2011||CREATING INNOVATIVE CUSTOMER INNOVATIVE CUSTOMER INTERCEPT THROUGH DIRECT MAIL CD/ROM CAMPAIGN FOR AN ENTREPRENEURIAL SMALL FIRM||Research||Small Business Institute Research Review||Direct Mail|