25 Direct Mail Statistics for 2016

Data lovers, rejoice! We’ve pulled together a new list of direct mail stats indicating what makes direct mail such an integral part of your omnichannel campaign. (Bonus: This has been updated for 2017!)

Millennials Love It

  1. 36% of people under 30 look forward to checking the mail each day.1 Tweet this.
  2. At least 42% of millennials prefer direct mail political ads over online ads, with 38% favoring both equally.2 Tweet this.
  3. 66% are more likely to remember to use a voucher if they have a physical copy to carry around.3 Tweet this.
  4. 23% bought or ordered something as a result of receiving direct mail in the last 12 months.3 Tweet this.
  5. Millennials who live at home are 18% more likely than the general population to welcome direct mail and 32% more likely to find it memorable.3 Tweet this.

The Bottom Line – Millennials will have a cumulative $1.4 trillion in spending power by 2020. If you’re not marketing to them with direct mail, you’re missing out on a huge opportunity and large percent of the population.

Women Have the Purchasing Power

  1. 91% of mail is picked up by the same person each day; 80% of them are women.4 Tweet this.
  2. 80% of those picking up mail (men and women alike) are the primary grocery shoppers.4 Tweet this.
  3. Women make more than 80% of all purchasing decisions.5 Tweet this.
  4. Women make more than 85% of all household purchases.5 Tweet this.
  5. 22% of women shop online at least once a day.5 Tweet this.

The Bottom Line – Design your mail with women in mind, because they will have the most interaction with it once it hits the mailbox.

It’s Easily Integrated

  1. 44% of marketers using three of more channels for their marketing efforts.4 Tweet this.
  2. Retailers have seen a $21 million dollar difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not.6 Tweet this.
  3. For those same retailers, that translated to 163% lift.6 Tweet this.
  4. Bobonos customers who received a catalog spend 1.5 times more than new shoppers who didn’t receive a catalog first.7 Tweet this.
  5. Boden customers spend up to 15 to 20 minutes with their catalog, vs. an average of 8 seconds for an email and 5 minutes with their iPad app.7 Tweet this.
  6. 10.6 million catalogs were mailed in 2015.8 Tweet this.
  7. 2.5 billion coupons were redeemed in 2015.8 Tweet this.
  8. 51% prefer companies to use a combination of mail and email when communicating with them.9 Tweet this.

The Bottom Line62% of people are always addressable (meaning they own and use at least three web-connected devices, go online multiple times per day, and go online from multiple physical locations). Putting a physical mail piece in front of your customers gives them a chance to collect more information and pushes them toward your website on any one of those devices.

People Notice (And Act On) It

  1. 92% of shoppers say they prefer direct mail for making purchasing decisions.10 Tweet this.
  2. 70% are curious to find out what’s in their mailbox.9 Tweet this.
  3. 74% always or sometimes notice advertising in direct mail.9 Tweet this.
  4. 42 percent of recipients read or scan mail pieces.4 Tweet this.
  5. Direct mail household response rate is at 3.7% (compared to .2% mobile, .1% email, .1% social media, and .02% internet display).4 Tweet this.
  6. Direct mail median household ROI is at a median of 18-20%.4 Tweet this.
  7. At 5.0%, oversized postcards have the greatest response rate over other mediums (followed by postcards at 4.25% and dimensional mailings at 4.0%).4 Tweet this.

The Bottom Line – Direct mail cuts through the clutter, offering the opportunity to put your advertising piece right in your customer’s hand.

(Don’t forget, this has been updated for 2017!)


  1. 2015 Gallup Poll http://www.gallup.com/poll/182261/four-americans-look-forward-checking-mail.aspx
  2. USPS, “Political Mail and Millennials” http://www.deliverthewin.com/millennials/
  3. MarketReachUK, “The Seven Life Stages of Mail” http://www.mailmen.co.uk/campaigns/lifestages
  4. 2015 DMA Response Rate Report. Purchase here: https://thedma.org/knowledge-center/bookstore/
  5. Sheconomy, Marketing To Women Quick Facts http://she-conomy.com/facts-on-women
  6. ComScore study http://www.comscore.com/
  7. Wall Street Journal article http://www.wsj.com/articles/SB10001424052702304311204579505532568168984
  8. 2016 DMA Statistical Fact Book https://thedma.org/knowledge-center/marketing-statistics/direct-mail-statistics/
  9. Canada Post https://www.canadapost.ca/web/en/home.page
  10. DMR Report http://expandedramblings.com/index.php/10-print-marketing-statistics-know/

Download our eBook: Achieving Personalization Through Variable Data Messaging to learn how to better personalize your direct mail and email marketing efforts.

About Compu-Mail

Compu-Mail (www.compu-mail.com) provides end-to-end direct marketing and business printing services to companies across the U.S. and Canada. Headquartered in Grand Island, NY, Compu-Mail services include direct mail, email marketing, data driven marketing with database management, statement rendering, and variable imaging. Compu-Mail can be reached at 800.255.0670 or marketing@compu-mail.com.
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