With an estimated 99% delivered to the right person at the right place at the right time, direct mail gets through the clutter (Source: “Deliverability: Print’s Strong Suit” by Dr. Joe Webb). More than 8 out of 10 households read or scan the advertising mail they receive, (Source: Mail Moves America) and 55% look forward to their mail (Source: “The Mail Movement” – USPS).
Besides, with the power of intelligent bar-code, you are able to track the exact location of direct mail piece. Once you confirmed the direct mail piece has been received by the recipient, you could schedule other strategic cross-media campaigns, to improve the conversion rate.
Credits: MakingPaperFun.com and Printing Impressions (Dec. 2009).