Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research from SeQuel Response.

The report was based on data from a survey conducted in 2022 among 158 marketing strategy leaders.

Most marketers say their direct mail campaigns are very or moderately successful across formats, including self-mailers, postcards, letters, and catalogs.

Direct mail format success survey results

Marketers say they are using a range of methods to measure the success of their direct mail campaigns, including multitouch attribution models (58% say they use), business reply envelopes (57%), and toll-free numbers/vanity URLs (57%).

Direct mail performance measurement survey results

The most common data sources for mailing lists are demographic selections (72% of marketers say they use to build lists) and first-party sources (68%).

Direct mailing lists data sources survey results

Some 78% of marketers say they are worried about how increased data security regulations will affect their future direct mail campaigns, and 74% are worried about rising paper costs.

Future direct mail concerns survey results

About the research: The report was based on data from a survey conducted in 2022 among 158 Marketing strategy leaders.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji