SeQuel Response releases 2024 Direct Mail Industry Benchmark Report showing 61% of marketers increased investments, 54% plan further budget increases, 72% of consumers engage weekly

July 10, 2024 (press release) –

We are thrilled to share the release of our annual direct mail industry research. The 2024 Direct Mail Marketing Benchmark Report surveyed B2B and B2C marketing leaders to gain insights into how today’s brands are using mail, channel performance, digital integration tactics, and challenges. Key findings from the research show the continued growth of direct mail, trusted by marketers even in the most demanding environments for its unparalleled audience targeting abilities, attribution and performance tracking, and seamless integration with digital platforms.

Here are some compelling highlights from our research:

• 61% of marketers have increased their direct mail investments, up 12% from 2023.
• 54% of marketers expect to continue to increase their budgets in 2024.
• Quality audience targeting data emerged as the top advantage of direct mail, up from the fourth position in 2023.
• 90% of respondents report that integration positively impacts campaign performance. 

Our report also showcases findings from a consumer survey, shedding light on their current channel preferences and integrations with mail. Key takeaways include:

• 72% of consumers engage with mail each week, up 3% from 2023.
• Consumers indicate direct mail is more influential and enjoyable than popular digital channels.

You can download the full piece here: www.sequeldm.com/directmailreport

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