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

Datesort ascending Title Document Source Publication Marketing Channel
9/2016 Advertising Mail Innovations Research USPS OIG Digital / Social Media, Direct Mail, Mobile
9/2016 CHOOSING THE RIGHT MAIL ADVERTISING FOR YOUR SHOP Research Motor Age Direct Mail
7/2016 The Future of Mail: Fresh Thinking from Britain's Best Business Minds Research Royal Mail Direct Mail
6/2016 Political Mail and Millennials Research US Postal Service Direct Mail
6/2016 The Life Stages of Mail Research Royal Mail Direct Mail
5/2016 Preventative Cancer Screening Direct Mail Program Response and Diagnosis Rates Research Value in Health Journal Direct Mail
5/2016 Advertising Mail Future Prospects in Five Scenarios Research USPS OIG Direct Mail
5/2016 Moving from R&D to brand promotion: Building effective healthcare and pharmaceutical brands Research Warc Exclusive Direct Mail
4/2016 Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises Research Journal of Advertising Direct Mail
3/2016 Paper and pixels: Putting a digital stamp on direct mail Research ANA Magazine Direct Mail
3/2016 Advertising Mail: Past and Present Research USPS OIG 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
2/2016 Making sense of metaphor: The impact of target-group-specific headlines in direct mail Research Journal of Marketing Communications Direct Mail
2/2016 Direct Mail Delivers: Strategies for Participating in the Value Chain Research Cannon Solutions America Direct Mail
12/2015 Improving direct mail targeting through customer response modeling Research Expert Systems with Applications Direct Mail
12/2015 Scent in Mail: The Effect of Scented Direct Mailings Research Journal of Economics and Behavioral Studies Direct Mail
10/2015 What is marketing automation? Research Journal of Direct, Data and Digital Marketing Practice Direct Mail, Emerging Channels
9/2015 Fresh Thinking on Door Drops from the Best Minds in the Business Research Royal Mail Direct Mail
9/2015 Using Doordrops to Build Your Business Research Royal Mail Direct Mail
8/2015 Gone are the days of mass-media marketing plans and short term customer relationships: tobacco industry direct mail Research Tobacco Control Direct Mail
8/2015 The influence of direct mail marketing on buyer purchasing decisions: A qualitative analysis of perceptions by age group Research Journal of Research Studies in Business & Management Direct Mail
7/2015 A Bias For Action Research Canada Post Direct Mail
6/2015 Enhancing the Value of Mail: The Human Response Research USPS OIG Digital / Social Media, Direct Mail
3/2015 ‘The solid gold mailbox': direct mail and the changing nature of buying and selling in the postwar United States Research History of Retailing and Consumption Direct Mail
3/2015 To retain? To upgrade? The effects of direct mail on regular donation behavior Research International Journal of Research in Marketing Direct Mail

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