Graphic designers who specialize in direct marketing also play a key role in the success of direct mail programs. Direct response copy follows a proven format based on testing results. These copywriters are known inside the trade as direct response copywriters. Creation Ĭopywriters write the words, also known as copy, for direct mail. In 2015 more than 150 million direct mail promotions were sent out with a reported 42% of respondents scanning or reading the mail. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. ( February 2008) ( Learn how and when to remove this template message)ĭirect mail is a common form of direct marketing, and may be employed by for-profit businesses, charities and other non-profits, political campaigns, and other organizations. Unsourced material may be challenged and removed. Please help improve this article by adding citations to reliable sources. Relevant discussion may be found on the talk page. This section needs additional citations for verification. In the United States, "Standard mail: advertising" comprised 29% of all mail in 1980 and 43% in 2003. In many developed countries, advertising mail represents a significant and growing amount of the total volume of mail. The United States Postal Service offers a direct mail service known as Every Door Direct Mail, that provides resources allowing businesses to target, design, print and mail to specific households without needing to know the addresses. Postal services employ the terms advertising mail, admail, and direct mail, while avoiding and objecting to the pejorative term junk mail. In Canada, addressed and unaddressed advertising mail accounted for 20% of Canada Post's revenue in 2005, and the share is increasing. A study by Boston Consulting Group predicts that overall share of ad-spend in the USA will increase from 11% in to 12% by 2020. In the United States, ad mail dollars decreased from $96.6 billion in 2004, to $80.9 billion in 2013. Income from advertising mail represents a significant and growing portion of some postal services' budgets, and it is a service actively marketed by them. In order to qualify for these rates, marketers must format and sort the mail in specific ways – which reduces the handling required by the postal service. Postal systems offer lower rates for buyers of bulk mail permits. 1928 direct mail advertising letter offering mail delivery of fish and seafood
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