2024年北美直邮营销状况报告

Introduction andmethodology For Lob’s annualState of DirectMail Marketing, we partnered withComperemedia to conduct anextensive survey among marketing 84% The State of Direct Mail Marketingdelves into the core ofthe direct mail channel, shedding light on its current use, thepivotal role of data in shaping campaigns, and the channel’seffectiveness in driving response rates, conversions, and return of marketers agree directmail provides thehighestROI of any channel they use. for marketing professionals and leaders searching for insightsto redefine their strategies. Read on to get the key findings andactionable insights from this groundbreaking report about the consistently increasedyear-over-year for thethird consecutive year,suggesting that direct mail valuable addition to the State of Direct Mail data. Reportmethodology Respondents were required to havesome level of input into the directmail process at their company, withdecision-maker titles/roles falling out We interviewed 250 businessprofessionals who work at NorthAmerican companies with 1,000+ Executivesummary andkeyfindings 02 03 Executivesummary 85% of marketers agreethat direct mail deliversthe bestconversion rateand 84% agree it deliversthe bestresponse rateof82% of respondents areincreasingdirect mailspend in 2024. 84% of respondentsagree direct mailprovidesthe highestROIof any channelthey use. The leading use of data05 Adoption of direct mail06 97% aresatisfied with04 ispersonalization, citedby 68% of respondents.automation platformshas grown, with 56%of respondents using theirdata for effectiveexecution of direct mailcampaigns. a software/technology 01KEY FINDING Direct mail delivers thehighest ROIofany channel used.84% 84% of marketers agree direct mail provides the highest ROI of any channel they use. This numberhas consistently increased year-over-year for thelast three years. making recipients more likely to takeaction, whether it’s making a purchaseor responding to a call to action. Direct mail consistently delivers highROI because it’s:Tangible—Direct mail allows for a The Modern Marketer’s Guide to Crush ROI &Budget Goals with Direct physical connection with your audience.This tactile engagement often leads to ahigher response rate compared to digitalwith emails, social media ads, and onlinecontent, direct mail stands out. The lowervolume of physical mail compared to digital messages means your direct mailpiece has a better chance of capturingthe recipient’s attention without being and offers to specific recipients. This levellost in a cluttered inbox. Direct mail delivers thebest conversionand response rateof all the channels. 02KEY FINDING Agreement with this statement increased 10 percentage points year-over-year to85% and 84% respectively for 2024 from 74% in 2023 suggesting that marketersare using the channel more effectively to drive response and conversions. conversion rate vs. 82% of non-users. Marketers are enhancing therelevance of direct mail for their Optimizing Direct Mailfor Maximum Results elements within their mail pieces. Thisstrategic approach simplifies therecipient’s transition from the physicalto the digital realm, ultimatelybolstering the effectiveness of direct recipients by crafting more preciselytargeted and personalized mailers.They’re also seamlessly combiningdirect mail with digital marketing 03KEY FINDING Marketers continue toincreaseinvestmentin direct mail. 82% of respondents are increasing direct mail spend in 2024—a staggeringincrease from 2023 in which 58% of respondents claimed increasing budgets yearover year. The Modern Marketer’sGuide to OmnichannelMarketing Over three-quarters of marketersincreasing their marketing budgets various industries has opened up newavenues for customer engagement,prompting marketers to invest morein online advertising and e-commercestrategies. The surge in demand forproducts and services, combined with can be attributed to several favorablemacroeconomic conditions.A robustand growing economy has created amore optimistic business environment,with increased consumer confidence anda competitive marketplace, has spurred 04KEY FINDING Marketers have thedatathey need toeffectively execute direct mail campaigns. 97%are satisfied with their data for effective execution ofdirect mail campaigns. Intelligent Targeting forDirect Mail Campaigns Marketers have access to the essentialdata needed for successful direct enhance their databases with additionalcustomer information.Customer feedback, purchase history, mail marketing campaigns through acombination of strategies. technology integration, and third-partydata sources all play a role in ensuringaccurate and up-to-date data. on demographics, behavior, andpreferences. 05KEY FINDING The top use of data in direct mailcampaigns is forpersonalizationfollowedby optimization. 68%of respondents use data to personalize campaigns.64%of respondents use data to identify optimization oppor