SK&A Blog
Mary Waldron
Direct Mail Dominates Over Half of 2009 Advertising Spending
by Mary Waldron
January 20, 2010
Despite the leaps and bounds that digital marketing made throughout the last decade, as the 2000s came to close, good-old-fashioned direct mail proved to remain the leading marketing channel.
Data released by the Direct Marketing Association (DMA) yesterday revealed that, in 2009, both commercial and non-profit marketers spent $149.3 billion on direct marketing, which accounts for 54.3 percent of all advertising expenditures in the U.S.
According to a DMA press release, “Measured against total U.S. sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3 percent of total U.S. gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the U.S. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million U.S. jobs.”
Supporting the DMA’s findings, SK&A found that 71 percent of its 2009 orders were for direct-mail campaigns. Direct mail had more than five times as much business than SK&A’s other channels, including email, fax and telemarketing.
And it doesn’t stop there. Direct mail is still on the rise—only second to email marketing in its rapid growth.
Veronis Suhler Stevenson’s 2008 report of “Direct Marketing Spending by Medium and Market” showed that the use of business-to-business direct mail increased seven percent between 2003 and 2008. It’s also projected that between 2008 and 2013, direct mail will advance at least another three percent.
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