The Power of Mail. (2021 Forecast)

Did you know that 95% of purchasing decisions are made subconsciously and that neuromarketing research shows that physical advertisements have a significant effect on consumer decision making? To study emotions impact on mail, the U.S. Postal Service partnered with the Center for Neural Decision Making at Temple University’s Fox School of business. They found that physical advertisements were more effective in leaving a lasting impression than their digital counterparts, regardless of consumer age. 

As marketers, we understand that a multifaceted approach in engaging our target audience is important, however, what is most important is to use an Optichannel approach. Optichannel refers to the the ability to communicate and support a consumer’s buying process using the channel that is best suited for them given their overall objective. It’s not enough to be at all places at all times – you must be in the right place at the right time. 

What does direct mail look like for 2021? 

In the This Year Next Year | U.S. End-of-Year Forecast whitepaper, GroupM shares that after a pandemic-induced contraction of 3.9% in 2020, the US advertising market is expected to rebound to 6.2% year-over-year growth this year.

  • Internet advertising will account for 55% of the total US media market, ahead of traditional media such as TV(25%), print(7%), direct mail(6%), radio(5%) and out-of-home(3%).
  • DIRECT MAIL dropped by 25.9% y-o-y(or by 20.7% (when including political advertising), direct mail revenues totaled an estimated $11.6 billion. As a medium that has proven results, even during the pandemic, direct mail should also see a resurgence in 2021, with spending expected to grow by 17.2%(10.3% including political advertising) from 2020 to reach $13.5 billion.

Because consumers are spending so much time at home, direct mail has become an important medium. As the report states, marketers are increasingly applying household data to their media plans where possible. 

At Zebra & Co. we project that personalization will continue to be a strong trend when it comes to direct mail in 2021. What trends are you projecting for direct mail in 2021?

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