Share of direct mail campaigns according to marketers in Canada & the U.S. 2023

During a survey among marketers in Canada and the United States published in December 2023, approximately 28 percent of direct mail volume in campaigns was used for existing customer retention. New customer acquisition followed with 26 percent.

Direct mail's relevance for North America

According to the same study, approximately 85 percent of responding marketers in Canada and the U.S. planned to increase their direct mail budget for 2024. Around 13 percent intended to keep it the same. Around three out of four professionals intended to implement both batch and personalized direct mail tactics throughout that year.

U.S. consumers' relationship with direct mail

An August 2024 survey asked what U.S. adults did upon receiving direct mail. More than half (55 percent) visited the sending brand's website, while 42 percent searched for it online. Moreover, the most popular direct mail formats among U.S. consumers were catalogs and magazines, selected by nearly 40 percent of respondents.