Direct Mail Advertising in the US
Direct mail advertisers distribute marketing materials, such as coupons, flyers or samples, primarily through the US Postal Service (USPS) and occasionally through other commercial delivery services. Direct mail has historically provided a less expensive alternative to traditional advertising outlets like television, radio and magazines. However, for decades, increased competition from digital advertising has threatened the industry. Direct mail advertisers are expected to consolidate over the next five years, as the USPS will likely continue its emerging printing technology and high-density mailing discounts. This will benefit the industry's largest players with the resources to provide high-quality and volume printing and squeeze out smaller operators. Nevertheless, higher consumer spending and rising corporate profit margins are anticipated to increase advertising expenditures, aiding the industry's largest operators.
Direct mail advertisers distribute advertising materials (e.g. coupons, flyers and samples) or specialty items (e.g. key chains, magnets and pens with custom printed messages) by mail or other methods of direct distribution. Industry participants may also prepare advertising materials or specialties for mailing or other direct distribution. They may also compile, maintain, sell and rent mailing lists.
This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
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