Further Evidence that Lumpy Mail Works!

I received this from a friend, Dan Bailey, who has been a Direct Mail Specialist for the USPS for many years.  The point is clear:  multi-media is the way to go!   When you consider that there is strong evidence that custom imprinted items provide one of the best returns of any of the major media (click here for study:  Promo Items best ROI), it is obvious that combining direct mail with promo items is an absolute win-win!  


Here is Dan's note: 

Which direct marketing channel delivers the best return on investment?   Your own experience guides your strategy, but the Direct Marketing Association (DMA) has done some broader research for the years 2004-2010:

In 2010

For every dollar spent on   the average ROI was      And the historical 6 year trend is

Direct Mail                                 $15.28                        on the rise

Telemarketing                           $8.42                          in decline

Internet                                       $19.86                        in decline

Email                                         $42.08                        in decline

Newspaper                               $21.26                        in decline

DR TV                                       $6.62                          in decline

Magazines                               $10.26                        in decline

Radio                                       $8.28                           in decline

Insert Media                            $11.43                         in decline

The answer to the question is simple, but marketing is not a simple science.  Mixing media has proven to be the best strategy to insure optimal penetration and reach.  Direct Mail plays well with all other media.  Consider making part of your mix if it isn't already.