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 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 Titlesort descending Document Source Publication Marketing Channel
7/2015 A Bias For Action Research Canada Post Direct Mail
5/2016 Advertising Mail Future Prospects in Five Scenarios Research USPS OIG Direct Mail
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
3/2016 Advertising Mail: Past and Present Research USPS OIG Direct Mail
10/2016 Apparel Store Generated Over 900% ROI through Direct Mail Campaign Case Study
10/2016 Auto Dealer Increases Automotive Sales to Customers with Lower Credit Scores Case Study
10/2016 Auto Shop Re-engaged Customers through Direct Mail Case Study Direct Mail
10/2016 Automotive Shop Gained Thousands in Revenue from Postcards Case Study Direct Mail
1/2017 Bank used Dimensional Direct Mail to Increase Sales Opportunities Case Study Direct Mail
10/2013 Building behavioral intentions in automotive industry: Brand experience, satisfaction, trust, direct mail communication and attitudes toward advertising Research Business Management Dynamics Direct Mail
10/2016 Business Uses Direct Mail to Expand Client Base in Motorcycle Accessories Industry Case Study Direct Mail
9/2016 CHOOSING THE RIGHT MAIL ADVERTISING FOR YOUR SHOP Research Motor Age Direct Mail
12/2012 Comparing Two Direct Mail Strategies to Sell Native Plants in a Campaign to Promote Natural Lake Shorelines Research Social Marketing Quarterly 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
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
2/2016 Direct Mail Delivers: Strategies for Participating in the Value Chain Research Cannon Solutions America Direct Mail
10/2016 Direct Mail Generated Additional Patients for Dental Practice Case Study Direct Mail
10/2016 Direct Mail Used to Increase Catering Services During the Holidays Case Study Direct Mail
11/2016 Direct Mail: Email is fast but letter is better Research Market Leader Direct Mail
4/2016 Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises Research Journal of Advertising Direct Mail
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
10/2016 Dynamics of Customer Response to Promotional and Relational Direct Mailings from an Apparel Retailer: The Moderating Role of Relationship Strength Research Journal of Retailing Direct Mail
10/2016 Eipper Realty Generated More Leads through Mail Campaign Case Study Direct Mail
11/2013 Enhancing Mail for Digital Natives Research USPS OIG Digital / Social Media, Direct Mail
6/2015 Enhancing the Value of Mail: The Human Response Research USPS OIG Digital / Social Media, Direct Mail

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