Mail Is Not a 30-Second Sound Bite

Direct mail spending, a major source of revenue for USPS, rose to $21 billion in 2011. Up 2.9 percent from 2010, direct mail is one of the largest advertising channels for U.S. businesses, according to the Magna Advertising Group.

According to Tom Foti, the Postal Service’s manager, Direct Mail and Periodicals, direct mail creates a one-on-one connection that’s hard for other media channels to match. “Direct mail lets customers incorporate coupons, reply cards, mobile barcodes — such as QR codes — URLs and other response mechanisms,” he said. “Direct mail is a workhorse for generating leads, traffic and sales.”

According to Foti, the average household receives only two pieces of direct mail a day, compared with 157 emails. Yet, direct mail can be a powerful part of an integrated marketing campaign. When using direct mail, businesses can target advertising dollars on those most likely to respond.
“Tell customers the complete story,” said Foti. “Mail is not limited to a 30-second sound bite.”