A Direct Mail “First”
For the first time since records began in 1945, spending on commercial direct mail has declined.
So says a white paper from the Winterberry Group, a strategic consulting firm to direct marketers, as reported here by the Center for Media Research. The report says spending on direct mail fell 3% in 2008, with a further decline of 9% predicted for 2009. Mail volumes fell 12% in 2008. The biggest volume drops were in the — surprise, surprise — Mortgage & Loans (-39%) and Credit Card (-22%) categories.
The authors say that in the current cost-cutting environment, direct mailers will become even more driven to target their mailings via increasingly sophisticated customer analysis … less mail, better return.
Here are the direct mail trends they expect for 2009:
- Recession forces decrease in spending
- Volumes fall as mailers seek efficiencies
- Production sector in crisis
- New demand for data, analytics, multichannel
- Mail emerges as ideal complement to digital
- "Green" practices fluctuate in importance
- End of untargeted, high-volume campaigns
- New marketing automation technologies applied
- Postal Service as the principal mail delivery channel compromised
This report focuses on commercial direct mail, but these trends sure seem pertinent for nonprofit mailers as well.
Tom
One response to “A Direct Mail “First””
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Direct mail has its place, but an email campaign tied together with a strong social media presence and conversion strategy is tough to beat.