It’s hard to talk about direct mail right now without talking about COVID-19.
Over the last 24 months, we have gone through the near-normal… we are now in the new normal — and are starting to head into the next normal.
Looking back, we see that in 2020, US marketers spent less and mailed fewer pieces than the previous year, according to Winterberry Group.
Direct mail volume was down 18.1% in 2020, with 63.8 million pieces of direct marketing mail being sent.
Spending on direct mail, along with other forms of offline media, experienced a steep decrease in 2020, too — down 17.2% over 2019 to $34.9 billion. This is a continuation of a multi-year slide in volume, although 2020’s slide was steeper.
However... direct mail came roaring back in 2021