Digital media has surged over traditional advertising in recent years. With more consumers shopping online during the pandemic, the growth of digital advertising is even more obvious. But direct mail is one of the few forms of non-digital media that is resilient. Research conducted for The Marketing Insider found that direct mail generates as much as ten times more response than such digital media as email, social media and paid search. The study indicated that direct mail influences 31 percent of purchases and is driving high value purchase decisions. One apparent reason for direct mail's current strength is the fact that it can be precisely targeted and delivered directly to a consumer's mailbox -- and most consumers are spending a lot of time at home right now.
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