Quarterly Direct Mail Trends Report: Q4 2019
A strong 2019 fourth quarter performance and year over year volume increase of 7.4% solidifies that the direct mail channel is still very much alive. As direct response marketers look for growth, they are targeting over 22% of their direct mail volume at millennials – the single largest consumer group in the U.S. and self-identified fans of the direct mail channel. DTC brands continue to shift online budgets offline, with an increase of 12.4% in direct mail volumes over the previous quarter.
“Fourth quarter 2019 metrics establish the health of the industry as we move into the next decade, and many of these trends mirror what our agency and clients are experiencing,” adds Jay Carroll, Co-Founder & CEO of SeQuel Response. “We’re not surprised to see personalized pieces and millennial targeting on the rise. Solo or 1:1 pieces not only perform better, but consumers crave a personalized message in an advertising-saturated world. Millennials have the strongest buying power, and as DTC brands look to augment their growth marketing channels, modern marketers see the value in targeting an age group who enjoys receiving and engaging with direct mail.”
Check out our infographic below for a closer look at direct mail’s Q4 2019 performance.