Direct Mail Research: 2023 Direct Mail Marketing Benchmark Report
New direct mail research commissioned by SeQuel Response and conducted by ISG Research shows 89% of marketers have increased or maintained direct mail investments in the last year, up 3% from 2022 data.
The 2023 Direct Mail Marketing Benchmark Report provides an analysis of the current direct mail marketing landscape and its effectiveness, showcasing data collected from both B2B and B2C marketing leaders and consumers. The full report is available at www.sequeldm.com/directmailreport.
In challenging environments, marketers are expected to demonstrate increased faith in the marketing channels that reliably deliver measurable response rates and conversions. Looking at direct mail specifically, strong channel performance continues to justify consistent spend year over year. Additional findings from the report indicate marketers aren’t the only ones who trust direct mail to reach their audience. Consumers of all ages are embracing the offline channel to engage with new brands and services.
- Despite a digital world, direct mail remains both relevant and impactful: 70% of marketers report that direct mail performance has improved, up 5% from 2022.
- Marketers are increasingly weaving direct mail into their omnichannel strategies: 91% of respondents report that integration positively impacts campaign performance.
- Direct mail fights digital ad fatigue: 69% of consumers engage with mail each week.
- Audience targeting and data access limitations are top on the list of challenges for mailers: 50% of marketers are concerned about reaching their audiences due to increased data security regulations.
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Does direct mail still work? Yes. Click the link for more direct mail statistics.