What is Direct Mail Marketing?

Direct mail marketing is a strategy used by marketers to engage prospects and customers offline by sending printed mailers, dimensional packages, perishable items, corporate swag, or other physical items. It is leveraged in a variety of ways by marketers of all types, including inbound and outbound sales teams, marketing departments, demand generation teams, growth teams, recruiters, and more. Direct mail marketing is a valuable way to connect with prospects, leads, and clients in a meaningful way.

With the rise of print media over the past few decades, marketers have increasingly turned to the power of print communication to reach wider audiences that are targeted. It makes sense: Consumers have always strived to want to hold or touch something when it comes to marketing material.  As a result, consumers have experienced a surge in print marketing.

This explosion in print marketing has caused a correlated increase in more demand for print marketing materials. Nearly three-quarters of consumers say they feel overwhelmed by email advertising and actually don’t even view it anymore.  

With an increased aversion to print advertising, marketers find themselves in fierce competition for attention, trying to serve an increasingly weary (and wary) digital audience. Rising above the noise is becoming more difficult. In response to this, an increasing number of marketers are sending their message where it can be clearly received—namely, to a physical mailbox whether residential or business.