Direct Mail Dominates Local Advertising Spend

Direct mail continues to show strength for local marketing.

According to the 2017 BIA/Kelsey U.S. Local Advertising Forecast, direct mail is at the top of the list for both revenue and share of the $147.9 billion local advertising market.  The top five media channels are:

  • Direct Mail: $37.1 billion (25% share)
  • Local TV: $20.9 billion (14% share)
  • Online / Interactive: $18.6 billion (11% share)
  • Newspapers: $16 billion (11% share)
  • Mobile: $16 billion (11% share)

NFocus has been working with the top direct marketers, printers and publishers since 1989 helping them maximize their direct mail strategy.  We provide complete data intelligence with thousands of demographic, financial, transactional, behavioral, and trigger overlay options.

NFocus is the industry leader in developing solutions built for data marketers. The Listcounts® Data Portal provides access to the top direct mail databases in the market 24/7. Our Encore CDM™ Solution offers complete campaign management from hygiene to response analysis. And our ResQue® Software provides unparalleled tools to help you manage your saturation mailing, including territory management and dynamic route tracking technology.

Contact NFocus today for more information on how we can help you maximize your direct mail and improve your results.

 

Source: BIA/Kelsey

Direct Mail’s Positive Impact on the Younger Audience

In the digital age direct mail drives engagement with millennials.

That statement may seem like a contradiction of common knowledge but it is true based on recent reporting. The average American devotes about 10 hours a day to screen time but the digital landscape is fragmented with multiple platform and channel options making it difficult for marketers to stand out. Direct mail is proving itself effective at grabbing the attention of the younger audience.

Millennials are more likely to interact with direct mail than previous generations.

This younger audience will scan, sort, read and share the mail they receive, providing a captive and coveted audience for marketers.

Yes millennials do spend a lot of time on devices, but the data shows that if you are trying to reach this generation direct mail should be part of your omni-channel marketing approach.

NFocus provides multiple targeting options to help you reach this audience and stand out including our Consumer Household database and the Automotive Direct file. Contact your Account Manager or email us for more information on targeting options for your next direct mail campaign.

Source: Mail Moments: March 2016 Review, USPS (2016)