The topic of integrated direct marketing has been discussed for years and fiercely debated. But everyone agrees on one thing: it’s not just a buzzword.

Having said that, you would be mistaken if you said direct mail is an „add-on“ to a modern integrated direct marketing campaign. You might be forgetting that for many years, direct mail was the ONLY way to reliably reach consumers at home and was employed extensively because it was so effective.

Perhaps it was employed too much because over the years customers became increasingly irritated by what they termed „junk mail.“ (Except when they discovered a coupon for their favorite pizza, of course!) Because of that, some direct mail clients turned sour on the medium, even though it was still an incredibly effective direct marketing channel and remained a cost-effective response vehicle.

However, in a „return to the future“ development, USPS direct mail is enjoying a renaissance of sorts in the opinions of both clients and their agencies. You see, in today’s cluttered media environment, consumers are smothered with email, web ads, mobile ads, texts, TV and radio spots all day long. Research has shown that consumers have chucked their past irritation to direct mail and are receptive again to opening a piece of physical mail.

Moreover, statistics show that 85% of consumers look through and read certain direct mail pieces every day. 75% of the public report that they are scanning their direct mail more deliberately during the past 12 months to look for coupons and other discounts. 40% of prospects say they have tried a new business after receiving a direct mail piece and 70% have re-entered a customer relationship with businesses they had previously ceased patronizing.

Although consumers may be getting less USPS direct mail, they’re getting more targeted direct mail — pieces that have interest and value for them as individuals. This is because direct mail agencies are getting choosier about what they mail and who they mail it to. This is why direct mail is making a comeback in the integrated marketing mix.

Want to learn more about direct mail in St. Louis? Then visit Commercial Letter’s website for all your direct marketing needs.