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1、2023 The State of Direct Mail Brought to you by Lob and Comperemedia 22023 The State of Direct MailIntroduction and methodology Executive summary and actionable insightsDirect mail ROI and performanceDirect mail acquisition,retention,and reactivationDirect mail challengesIndustry insightsDemographic
2、sThe future00708361Contents3For Lobs annual State of Direct Mail,we partnered with Comperemedia to understand:Introduction and methodologyHow marketers use direct mail to drive growthHow marketers measure impact of direct mail How marketing budgets are changingWhat the future h
3、olds for the channel We also looked at the differences in responses between those who automate direct mail campaigns and those who dont.42023 The State of Direct MailThe impact of direct mail is undeniable.74%of marketers agree that direct mail delivers the best ROI,response rate,and conversion rate
4、s than all other channels used.They also agree direct mail is a more effective channel for their company than email.Given the ROI impact,58%of marketers have more marketing budget allocated to direct mail compared to 2022.While data shows that direct mail positively impacts results,many practitioner
5、s arent automating campaigns,making it harder to measure and attribute their direct mail efforts.Many are still sending non-personalized campaigns,which can be perceived as junk mail.The marketers we surveyed agreed that the maximum impact is from intelligent direct mail -personalized,attributed,and
6、 sent at any scale.The insights in this report are indispensable for marketing practitioners and leaders seeking a greater understanding of generating maximum impact from this channel.Read on to get the key takeaways and actionable insights about the state of direct mail for 2023 and beyond.01 Intro
7、duction and methodology74%of marketers agree that direct mail delivers the best ROI,response rate,and conversion rates than all other channels used.They also agree direct mail is a more effective channel for their company than email.All data was aggregated and anonymized.52023 The State of Direct Ma
8、ilReport Methodology For the 2023 State of Direct Mail,Lob partnered with Comperemedia to survey 250 business professionals who work at North American companies with 1,000+employees.68%report their company targets both B2B and B2C audiences and 64%conduct business through both online and physical lo
9、cations.Most companies state that their mail volume ranges from 100K to 100 million mailpieces annually.Financial Services/Banking eCommerceRetailHealthcare InsuranceNonprofit 01 Introduction and methodologyRoles included in this survey:Executive leaders(Dir/VP/CMO)Managers across digital,retention,
10、and lifecycle marketingMarketing/print operational roles56%14%15%All data was aggregated and anonymized.62023 The State of Direct MailExecutive summary and actionable insights All data was aggregated and anonymized.Direct mail delivers the best response and conversion rates,and ROI of any channel us
11、ed.The need to measure and manage direct mail spend is increasing.Marketers lack confidence in tracking and attributing results potentially due to a lack of software and technology being used to execute campaigns.Marketers are challenged by incorrect address data,budgets and response expectations.Ma
12、rketers that automate direct mail agree it delivers the best response rate of all channels their company uses today.Marketers aspire to implement technology specifically for targeting,improved data tracking,and high-level personalization.002 Executive summary and actionable insights72023
13、The State of Direct MailLEARN MORESee our ROI section for more details01KEY FINDINGACTIONABLE INSIGHTTest,experiment,and optimize direct mail campaigns to understand what works best with different cohorts to maximize return on investment.Direct mail delivers the best ROI,response,and conversion rate
14、s of any channel used.74%of marketers agree that direct mail delivers the best ROI of any channel used up from 67%in 2021.02 Executive summary and actionable insights82023 The State of Direct Mail02KEY FINDINGACTIONABLE INSIGHTDirect mail automation platforms with built-in analytics and tracking can
15、 ensure marketers are able to measure and prove the ROI of every campaign sent.Marketers lack confidence in tracking and attributing results.Marketers are more critical this year,with less than half saying their companys ROI measurement methods are more reliable than typical methods.50%of marketers
16、who automate direct mail feel like their company can determine ROI.02 Executive summary and actionable insights92023 The State of Direct Mail03KEY FINDINGACTIONABLE INSIGHTMarketers that automate direct mail reap the benefits of better response rates as the result of being able to create more target
17、ed,personalized,and trackable campaigns.02 Executive summary and actionable insightsMarketers that use software agree that direct mail delivers the best response rate of all channels their company uses today.81%of marketers who use a software platform for direct mail agree it delivers the best respo
18、nse rate their company uses today.This shifts to 70%for respondents who do not use a software platform.102023 The State of Direct Mail28%36%20%0-5%5%8%3%6-10%11-25%26-50%51-75%75+%04KEY FINDINGACTIONABLE INSIGHTDespite recession rumblings and tech layoffs,brands are investing more in direct mail mar
19、keting to stay top of mind with consumers.The need to measure and manage direct mail spend is increasing.PERCENT OF MARKETING BUDGET ALLOCATED TO DIRECT MAIL02 Executive summary and actionable insightsCompanies are increasing direct mail spend,potentially due to a rise in competition for consumer at
20、tention,inflation,and increasing costs.58%of marketers have more marketing budget allocated to direct mail compared to 2022.Companies with under 10,000 employees are significantly more likely to say their direct mail budget is increasing in 2023.112023 The State of Direct Mail26%32%36%Budget constra
21、intsBad address dataPoor reponse rates05KEY FINDINGACTIONABLE INSIGHTIntelligent direct mail can be triggered based on customer actions or behaviors and integrated with other marketing touchpoints to generate maximum impact from the channel.The data in the report shows that marketers that use softwa
22、re are less likely to face bad address data challenges than those who dont use software platforms for campaigns.For example,bad address data can be mitigated using Address Verification to ensure addresses are deliverable before being sent and campaigns arrive at the right place,at the right timeever
23、y time.Marketers are challenged by bad address data,budgets and response expectations.Intelligent mail is crucial.02 Executive summary and actionable insightsDIRECT MAIL CHALLENGES02 Executive summary and actionable insights122023 The State of Direct Mail06KEY FINDINGACTIONABLE INSIGHTBrands are inv
24、esting in automated,direct mail software to ensure they can effectively target,personalize,track,and attribute their direct mail efforts and get better results.The future:Marketers aspire to implement technology specifically for targeting,improved data tracking,and high-level personalization.40%of m
25、arketers use a technology platform to execute direct mail campaigns.02 Executive summary and actionable insights13Direct mail ROI and performance142023 The State of Direct Mail Direct mail delivers the best response rate of all the channels my company uses today Direct mail is a more effective chann
26、el for my company than email Direct mail delivers the best conversion rate of all the channels my company uses today Direct mail shows the best ROI of all the channels my company uses today03 ROI and performanceBase:Total N=250.Q:Take a moment to consider the statements listed below.Please state the
27、 extent to which you agree or disagree with each.74%of marketers agree:152023 The State of Direct MailDirect mail shows the best ROI of all the channels my company uses today (by industry).eCommerceHealthcareFinancial Services&BankingUse a software technology platform to execute campaignsRetailInsur
28、ance03 ROI and performance47%87%63%84%46%81%45%65%32%31%162023 The State of Direct Mail66%of marketers are not able to determine direct mail ROI.34%of marketers are able to determine direct mail ROI.50%of those who use a software platform are able to determine ROI.Base:N=250 for 2022.Q:Set aside you
29、r own companys approach to measuring direct mail ROI for a moment.Consider the typical methods used to measure ROI by marketers today,how reliable do you consider general direct mail ROI to be?/Now,consider how your company approaches measuring direct mail ROI.If you were tasked with auditing your c
30、ompanys approach,how reliable are your companys methods relative to the typical methods used to measure direct mail ROI?About a third(34%)of marketers are able to determine the ROI of their companys direct mail efforts.03 ROI and performance172023 The State of Direct Mail54%Financial Services&Bankin
31、g31%Retail30%Healthcare 20%eCommerce 22%Insurance Financial services/banking are better able to determine the ROI of their companys direct mail efforts.Not surprisingly,they also have high direct mail software adoption.Base:Total N=170 for 2021,N=250 for 2022 Q:Set aside your own companys approach t
32、o measuring direct mail ROI for a moment.Consider the typical methods used to measure ROI by marketers today,how reliable do you consider general direct mail ROI to be?/Now,consider how your company approaches mea-suring direct mail ROI.If you were tasked with auditing your companys approach,how rel
33、iable are your companys methods relative to the typical methods used to measure direct mail ROI?ABLE TO ACCURATELY DETERMINE DIRECT MAIL ROI03 ROI and performance182023 The State of Direct MailNearly half of marketers measure conversion using tactics like customer activity within a time period and Q
34、R codes.Base:Total N=250 Q:To the best of your knowledge,is your company able to determine the ROI of its direct mail efforts?/Which of the following ways do you measure conversion rates(ROI)from your direct mail campaigns?(Please select all that apply.)DIRECT MAIL ROI MEASUREMENT TACTICSIndividual
35、customer activity within a specific time periodQR codePersonalized URLOrders for featured products/servicesCoupon codeDedicated phone numberGeneric URL46%41%37%36%34%30%28%Down from 48%in 202103 ROI and performance192023 The State of Direct MailDirect mail ROI measurement tactics by those who AUTOMA
36、TE direct mail Direct mail ROI measurement tactics by those who DO NOT AUTOMATE direct mail QR codes,personalized URLs,and customer activity in a given time period are leading measurement tactics used by marketers who automate direct mail for campaign tracking and attribution.Base:Total N=250 Q:To t
37、he best of your knowledge,is your company able to determine the ROI of its direct mail efforts?/Which of the following ways do you measure conversion rates(ROI)from your direct mail campaigns?(Please select all that apply.)DIRECT MAIL ROI MEASUREMENT TACTICSIndividual customer activity within a spec
38、ific time periodQR codePersonalized URLOrders for featured products/servicesCoupon codeDedicated phone numberGeneric URL52%47%28%37%46%28%33%20%28%55%31%41%52%26%03 ROI and performance Direct mail acquisition,retention,and reactivation20212023 The State of Direct MailEmail72%Paid Social46%SMS/MMS45%
39、National TV34%Newspaper&Magazine31%Podcast25%Organic Social21%Earned Social19%None-it is used as a stand-alone tactic7%Nearly three-quarters of marketers use direct mail with email and about half with paid social and SMS/MMS.Base:Total N=250 Q:TWhat other channels do you use alongside direct mail fo
40、r your companys existing omnichannel marketing strategy?(Please select all that apply.)INTEGRATION OF OMNICHANNEL STRATEGY 04 Usage222023 The State of Direct MailRetention campaigns are the most popular with the highest response rates.Base:Total N=250 Bases vary for Campaign Av.Response Rate Q:Appro
41、ximately what percentage of your companys total mail volume is used for each of the campaign types below?/For each type of direct mail campaign your company runs,what is your average response rate?CAMPAIGN TYPES SENT7%20%Dormant/win-back30%Customerretention28%New customeracquisition21%Customer advoc
42、acy/referralLarge businesses with more than 10,000 employees focus less on winning back dormant customers(14%)04 Usage232023 The State of Direct Mail0-1%1-5%5-10%10%7%31%42%21%Customer advocacy/referralsDormant/Churned customer win-back9%40%38%13%6%35%34%25%New customer acquisition Existing customer
43、 retention4%26%35%35%Up from 15%in 20217%31%42%21%Customer advocacy/referralsDormant/Churned customer win-back9%40%38%13%6%35%34%25%New customer acquisition Existing customer retention4%26%35%35%7%31%42%21%Customer advocacy/referralsDormant/Churned customer win-back9%40%38%13%7%31%42%21%Customer adv
44、ocacy/referralsDormant/Churned customer win-back9%40%38%13%6%35%34%25%New customer acquisition Existing customer retention4%26%35%35%Acquisition campaign response rates increased year-over-year with 25%of responding marketers saying the average campaign response rate is more than 10%.Base:Total N=25
45、0 Bases vary for Campaign Av.Response Rate Q:Approximately what percentage of your companys total mail volume is used for each of the campaign types below?/For each type of direct mail campaign your company runs,what is your average response rate?CAMPAIGN AVERAGE RESPONSE RATE04 Usage242023 The Stat
46、e of Direct MailBothPersonalizedBatch 21%66%12%No automationBatch mail increased 10 percentage points year over year.Personalized campaigns ticked up only slightly,possibly due to lack of technology being used to execute campaigns at scale.Base:Total N=250 TYPES OF DIRECT MAIL SENT IN 2022Use automa
47、tion04 Usage17%24%74%60%9%15%BatchBothPersonalized252023 The State of Direct Mail0-5%5%28%6-10%36%11-25%20%26-50%8%51-75%3%75+%Over half of marketers have more budget allocated to direct mail than last year.Most companies devote up to 25%of marketing budget to direct mail.Base:Total N=250 Q:Approxim
48、ately what percentage of your marketing budget is allocated to direct mail?MARKETING BUDGET ALLOCATED TO DIRECT MAIL58%of marketers have more marketing budget allocated to direct mail compared to 2022.04 Usage262023 The State of Direct Mail15%27%Somewhat increased (up to 10%)42%Significantly increas
49、ed (More than 10%)Stayed the sameDecreased16%Companies with under 10,000 employees are significantly more likely to say their direct mail budget is increasing in 2023 compared to companies with 10,000+employees.Companies are increasing direct mail spend,potentially due to a rise in competition for c
50、onsumer attention,inflation,and increasing costs.Base:Total N=250 Q:How has your companys 2023 allocation of marketing budget to direct mail specifically changed compared to 2022?YEAR OVER YEAR DIRECT MAIL BUDGET CHANGES04 Usage27Direct mail challenges282023 The State of Direct MailPoor response rat
51、es Limited bandwidthInability to target campaign delivery timesWorkflow complexitiesLead and production timelinesInefficiencies and/or redundanciesCreating a compelling offerInability to verify addressesLack of personalization and customizationBudget constraintsBad address data36%32%Up from 25%in 20
52、2226%25%24%22%20%19%17%15%14%Poor response rate,bad address data,and budget constraints are top 3 challenges.Base:Total N=250 Q:What are the top 3 biggest challenges to using direct mail today?(Please select up to 3 challenges your company faces.)TOP 3 CHALLENGES USING DIRECT MAIL05 Direct mail chal
53、lenges292023 The State of Direct Mail40%45%36%33%30%32%Software/technology platform to execute campaignsIn-house team who writes/designs campaignsDirectly with a commercial printer who execute campaignsAgency to help with creative designAgency to manage the execution of campaign1/3 or less utilize a
54、n agency for various parts of the strategy/design/execution AGENCY PARTNERSHIPSAgency to help with campaign strategyNearly half of marketers execute direct mail in-house,a possible cause of some of the challenges with response,bad addresses,and response expectations.Base:Total N=250 Q:Who do you par
55、tner with to execute direct mail campaigns?(Please select all that apply.)EXECUTION OF DIRECT MAIL CAMPAIGNS 05 Direct mail challenges30Industry insights312023 The State of Direct MailHealthcare 26%24%16%13%12%7%1%1%RetailFinancial ServicesInsuranceeCommerceBankingInvestmentNon-profitRetail and Heal
56、thcare send less direct mail annually with 63%and 53%citing 1M pieces sent respectively.051015202530Healthcare 26%24%16%13%12%7%1%1%RetailFinancial ServicesInsuranceeCommerceBankingInvestmentNon-profit055 25%24%33%11%6%2%Up to 100K pieces100k 1M pieces1M 10M pieces10M 100M pieces 100M or
57、more pieces UnsureeCommerce sends significantly more than Retail and Healthcare,with 63%citing 1M-10M pieces sent annually.About a third send 1-10 million pieces of direct mail annually with two-thirds(63%)doing so for eCommerce.Base:Total N=250 Q:Which best describes your companys primary industry?
58、/How much direct mail does your company send every year?INDUSTRYANNUAL DIRECT MAIL SENT06 Industry insightsTYPES OF DIRECT MAIL SENTTOP CHALLENGESYEAR OVER YEAR DIRECT MAIL BUDGET CHANGESDIRECT MAIL MARKETING BUDGET ALLOCATION322023 The State of Direct MailAgree direct mail shows the best ROI of all
59、 the channels my company uses today87%Use a software/technology platform to execute campaigns47%TOP CHALLENGES27%Inefficiencies and/or redundancies 47%Bad address data27%Budget constraints3%51-75%3%More than 75%3%26-50%30%6-10%7%0-5%53%11-25%TYPES OF DIRECT MAIL SENT10%Personalized 20%Batch70%BothDM
60、 MARKETING BUDGET ALLOCATIONYEAR OVER YEAR DIRECT MAIL BUDGET CHANGES10%Significantly increased(More than 10%)50%Somewhat increased(Up to 10%)3%B2B Decreased33%About the sameAgree direct mail shows the best ROI of all the channels my company uses today87%Use a software/technology platform to execute
61、 campaigns47%Bad address data47%Inefficiencies and/or redundancies 27%Budget constraints27%TYPES OF DIRECT MAIL SENT10%Personalized 20%Batch70%BothDM MARKETING BUDGET ALLOCATIONYEAR OVER YEAR DIRECT MAIL BUDGET CHANGES10%Significantly increased(More than 10%)50%Somewhat increased(Up to 10%)3%B2B Dec
62、reased33%About the sameAgree direct mail shows the best ROI of all the channels my company uses today87%Use a software/technology platform to execute campaigns47%TOP CHALLENGES27%Inefficiencies and/or redundancies 47%Bad address data27%Budget constraints3%51-75%3%More than 75%3%26-50%30%6-10%7%0-5%5
63、3%11-25%7%3%30%53%3%3%0-5%More than 75%5-10%11-25%26-50%51-75%eCommerce06 Industry insights3%33%Somewhat increased (up to 10%)50%Significantly increased (More than 10%)Stayed the sameDecreased10%332023 The State of Direct MailTYPES OF DIRECT MAIL SENTTOP CHALLENGESYEAR OVER YEAR DIRECT MAIL BUDGET C
64、HANGESDIRECT MAIL MARKETING BUDGET ALLOCATIONPoor response rates43%Bad address data28%Inability to verify addresses30%TOP CHALLENGES43%Poor response rates30%Inability to verify addresses28%Bad address data28%Creating a compelling offerTYPES OF DIRECT MAIL SENT13%Personalized 15%Batch70%BothDM MARKET
65、ING BUDGET ALLOCATION5%More than 75%16%26-50%21%6-10%5%0-5%YEAR OVER YEAR DIRECT MAIL BUDGET CHANGES15%B2B Decreased36%Somewhat increased(Up to 10%)21%Significantly increased(10%)28%About the sameAgree direct mail shows the best ROI of all the channels my company uses today84%use a software/technolo
66、gy platform to execute campaigns46%13%51-75%39%11-25%5%5%21%39%16%13%0-5%More than 75%5-10%11-25%26-50%51-75%Agree direct mail shows the best ROI of all the channels my company uses today84%TOP CHALLENGES43%Poor response rates30%Inability to verify addresses28%Bad address data28%Creating a compellin
67、g offerTYPES OF DIRECT MAIL SENT13%Personalized 15%Batch70%BothDM MARKETING BUDGET ALLOCATION5%More than 75%16%26-50%21%6-10%5%0-5%YEAR OVER YEAR DIRECT MAIL BUDGET CHANGES15%B2B Decreased36%Somewhat increased(Up to 10%)21%Significantly increased(10%)28%About the sameAgree direct mail shows the best
68、 ROI of all the channels my company uses today84%Use a software/technology platform to execute campaigns46%Creating a compelling offer28%Financial Services and Banking 06 Industry insights15%28%Somewhat increased (up to 10%)36%Significantly increased (More than 10%)Stayed the sameDecreased21%342023
69、The State of Direct MailAgree direct mail shows the best ROI of all the channels my company uses today81%TOP CHALLENGESTYPES OF DIRECT MAIL SENTTOP CHALLENGESYEAR OVER YEAR DIRECT MAIL BUDGET CHANGESDIRECT MAIL MARKETING BUDGET ALLOCATIONSomewhat increased (up to 10%)53%Lack of personalization and c
70、ustomization34%Bad address data22%22%Stayed the same3%Decreased0%3%25%28%34%9%0-5%More than 75%5-10%11-25%26-50%51-75%Significantly increased (More than 10%)22%Poor response rates31%TOP CHALLENGES31%Poor response rates34%Lack of personalization and customization22%Bad address dataTYPES OF DIRECT MAI
71、L SENT6%Personalized 25%Batch69%BothAgree direct mail shows the best ROI of all the channels my company uses today81%Use a software/technology platform to execute campaigns31%TOP CHALLENGES31%Poor response rates34%Lack of personalization and customization22%Bad address dataTYPES OF DIRECT MAIL SENT6
72、%Personalized 25%Batch69%BothAgree direct mail shows the best ROI of all the channels my company uses today81%use a software/technology platform to execute campaigns31%06 Industry insightsInsurance352023 The State of Direct MailTOP CHALLENGES48%Poor response rates27%Budget constraints33%Bad address
73、dataTYPES OF DIRECT MAIL SENT15%Personalized 20%Batch64%BothAgree direct mail shows the best ROI of all the channels my company uses today65%Use a software/technology platform to execute campaigns45%TOP CHALLENGES48%Poor response rates27%Budget constraints33%Bad address dataTYPES OF DIRECT MAIL SENT
74、15%Personalized 20%Batch64%BothAgree direct mail shows the best ROI of all the channels my company uses today65%TOP CHALLENGESTYPES OF DIRECT MAIL SENTTOP CHALLENGESYEAR OVER YEAR DIRECT MAIL BUDGET CHANGESSomewhat increased (up to 10%)39%27%Stayed the same23%DecreasedSignificantly increased (More t
75、han 10%)11%Poor response rates48%Bad address data33%Budget constraints27%TOP CHALLENGES48%Poor response rates27%Budget constraints33%Bad address dataTYPES OF DIRECT MAIL SENT15%Personalized 20%Batch64%BothAgree direct mail shows the best ROI of all the channels my company uses today65%use a software
76、/technology platform to execute campaigns45%DM MARKETING BUDGET ALLOCATION2%More than 75%30%11-25%6%0-5%YEAR OVER YEAR DIRECT MAIL BUDGET CHANGES23%B2B Decreased11%Significantly increased(10%)39%Somewhat increased(Up to 10%)27%About the same 29%26-50%32%6-10%DIRECT MAIL MARKETING BUDGET ALLOCATION06
77、 Industry insughtsHealthcare6%2%32%30%29%0%0-5%More than 75%5-10%11-25%26-50%51-75%362023 The State of Direct MailTOP CHALLENGES2%2%34%34%14%12%0-5%More than 75%5-10%11-25%26-50%51-75%DIRECT MAIL MARKETING BUDGET ALLOCATIONBad address data32%Budget constraints32%TYPES OF DIRECT MAIL SENTYEAR OVER YE
78、AR DIRECT MAIL BUDGET CHANGESSomewhat increased (up to 10%)39%25%Stayed the same17%DecreasedSignificantly increased (More than 10%)17%TOP CHALLENGES32%Poor response rates32%Bad address dataTYPES OF DIRECT MAIL SENT14%Personalized 29%Batch58%BothAgree direct mail shows the best ROI of all the channel
79、s my company uses today63%use a software/technology platform to execute campaigns32%DM MARKETING BUDGET ALLOCATION2%More than 75%14%26-50%34%6-10%2%0-5%YEAR OVER YEAR DIRECT MAIL BUDGET CHANGES17%B2B Decreased17%Significantly increased(10%)39%Somewhat increased(Up to 10%)25%About the same 12%51-75%3
80、4%11-25%Agree direct mail shows the best ROI of all the channels my company uses today63%Use a software/technology platform to execute campaigns32%06 Industry insightsRetail37Demographics382023 The State of Direct MailDirect mail is often owned by a dedicated marketing team or email/digital marketin
81、g team.RESPONSIBILITY FOR DIRECT MAIL CAMPAIGNS Base:Total N=250 Q:What team is responsible for direct mail campaigns at your company?07 Demographics34%Dedicated marketing manager/team that owns direct mail10%Individual campaign managers/teams29%Owned by email/digital marketing teams15%Customer/rete
82、ntion marketing teams11%Growth marketing teams392023 The State of Direct MailUse of automation for direct mail is highest when owned by an email and digital marketing team.USE AUTOMATION FOR DIRECT MAIL Base:Total N=250 Q:What team is responsible for direct mail campaigns at your company?07 Demograp
83、hics9%Individual campaign managers/teams18%Customer/retention marketing teams4%Growth marketing team31%Dedicated marketing manager/team that owns direct mail38%Owned by email/digital marketing teams402023 The State of Direct Mail1-2 years 1 year6%2-3 years9%3-5 years26%37%22%5-10 years10+years15%4%2
84、1%26%24%10%1-2 years1-2 years2-3 years3-5 years5-10 years10+yearsMost respondents have at least 3 years of experience with direct mail campaigns.DIRECT MAIL EXPERIENCE AT ANY COMPANYDIRECT MAIL EXPERIENCE AT CURRENT COMPANYBase:Total N=250 Q:How many years have you been working with direct mail camp
85、aigns at any company?/How many years have you been working with direct mail campaigns at your current company?More than 8 out of 10 professionals we talked to have been working with direct mail campaigns in general for over 3 years.Over a third(34%)have 5 years or more experience with direct mail at
86、 their current company.07 Demographics41The futureBase:Total N=250 Q:What is one thing your company could do to modernize your existing direct mail process?422023 The State of Direct Mail0101520525More appealing design,copywriting,and calls to action14%Better integrate with digital efforts11%Adoptin
87、g new technology11%Increase personalization9%Use AI and/or automation7%Improve vendor partnerships6%Improve data and tracking5%Improve audience targeting4%Improve quality of mailing lists4%Use QR codes2%Limit wasteful sends2%Improve efficiency of overall process2%Establish company standards1%Incorpo
88、rate variable data printing1%Marketers want to modernize existing direct mail processes.TOP IMPROVEMENTS INCLUDE:Top improvements include:Design,copy,calls-to-action Better integration with other digital efforts Increase personalization07 Demographics07 Compliance and Security/ConclusionRequest a de
89、mo432023 The State of Direct MailKEY LEARNINGS Direct mail delivers the best response and conversion rates,and ROI of any channel used.Marketers that automate direct mail agree it delivers the best response rate of all channels their company uses today.The need to measure and manage direct mail spen
90、d is increasing.Bad address data,budgets,and response expectations challenge marketers.Marketers lack confidence in tracking and attributing results due to a lack of software and technology being used to execute campaigns.Marketers aspire to implement automation technology,specifically for targeting
91、,improved data tracking,and high-level personalization.ConclusionMarketers have never been more positive about the unequivocal impact that direct mail has on their results.With economic and budget pressures on the rise,marketers will lean in on the channel they know produces results.In 2023 and beyo
92、nd,marketers will invest in automation to get maximum impact from intelligent direct mail that is personalized,attributed,and sent at any scale.Lobs mission is to connect the world,one mailbox at a time.Lob is the only direct mail automation platform for the digital age.Lobs platform automates the d
93、irect mail execution process for enterprises at any scale from creation,printing,postage,delivery,and sustainability with end-to-end analytics and campaign attribution.Over 11,000 businesses trust Lob to transform their direct mail into intelligent mail.Founded in 2013 and based in San Francisco,Lob
94、 is venture-backed by Y Combinator,Polaris Partners,Floodgate,and First Round Capital.Find out more at LComperemedia is an industry-leading competitive marketing intelligence agency serving the United States and Canada.A Mintel Company,Comperemedia provides solutions for decision-makers in the marketing industry with world-class marketing intelligence technology,expert insights,and custom consulting services.Visit for more information.Read about the latest industry news and our competitive marketing insights on the Comperemedia Bolder Thinking Blog.Follow Comperemedia on Twitter and LinkedIn.