Winterberry Group：2024直邮营销研究报告：精准触达、数字化与动态化塑造全渠道营销的未来

PERFORMANCE DIRECT, DIGITAL AND THE DYNAMICSSHAPING THE FUTURE OF ACKNOWLEDGMENTS This report would not have been possible without the significant contributionsof the hundreds of marketing industry leaders who contributed their time and Additionally,we recognize the support and contributions of those companieswhose sponsorship made this research possible,including: PRESENTING SPONSOR PREMIER SPONSORS FOUNDING SPONSORS NOTICEThis report contains brief, selected information and analysis pertaining to the advertising, marketing and technology industries and has been prepared by Winterberry Group. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinionsin this report have been prepared based on information provided by third parties. Neither Winterberry Group nor its respective sponsors make any representations orassurances that this information is complete or completely accurate, as it relies on self-reported data from industry leaders—including advertisers, marketing service TABLEOF CONTENTS 05Introduction & Executive Summary 07U.S. Direct Mail Expenditures—In Summary 07Confluence of factors has driven a modest rebound in marketer investment 10Trends 2024: What factors are driving investment in direct mail—and impacting its 10“From volume to value”: piece-count decline reflects a strategic shift in howthe DM channel is being used12Rising postage, other costs are significantly impacting how brands deploy theirdirect mail budgets (but only sometimes impacting the availability of thosebudgets themselves)14Brands have made significant progress in dissolving legacy silos that long 19Looking Ahead: A Roadmap to Capitalize on Direct Mail’s Omnichannel Potential 20Methodology & Research Panel Background 21About21Our Presenting Sponsor21Our Premier Sponsors21Our Founding Sponsors TABLESAND CHARTS 13Figure 8:How would your organizationmost likely respond if postage ratehikes continued at a frequency/ 08Figure 2:Brands that grew DMspending in 2024: Which factorswere most responsible for driving 15Figure 9:Which of the followingpotential internal investments/initiatives would best advance your 09Figure 3:How did your organization’sspending on DM change in 2024, 09Figure 4:How do you expect yourorganization’s spending on DM willchange in 2025, relative to 2024? 11Figure 6:Which of the followingchannels are most important insupporting your organization’s 17Figure 11:To what extent do you believethat AI is (or will be) in a position toadvance your DM effectiveness/ 12Figure 7:U.S. DM Expenditure Share,2019 vs. 2024E 18Figure 12:Which of the following DMinnovations/tactics does your INTRODUCTION & EXECUTIVE SUMMARY Huddled around board tables on Madison Avenue and elsewhere,agencyexecutives are working feverishly to address client demand for new marketing strategies,powered by a combination of emergent technology and captivating content,that both Hunched over their keyboards and spreadsheets, digitaladvertising professionals are wrestling with the skyrocketingcost of online media—and the declining addressability of the programs. Perhaps not surprisingly, many are responding insimilar fashion: by taking steps to tear down legacy silos—operational, technological and budgetary—with an eye on And hunkered down with their product roadmaps (while theywrestle with shrinking pools of venture-backed investmentcapital), the managers of early-stage, direct-to-consumer brands In recent years, some have come to call that effort “digitaltransformation”. But savvy operators are now pursuing suchchange with the aim of incorporatingalladdressable channelsinto marketing programs that benefit from the disruptive Whether huddled, hunched or hunkered, what all threegroups share is a mission that’s growing common amongmarketers everywhere: the pursuit of new, breakthrough formsof performance in an environment where fragmented media, Transformation, for sure—but not exclusively digital. This report explores the evolving role of one of those channelsat the heart of that change. Direct mail (DM) has long played an important part in driving marketing outcomes, but today itis increasingly being leveraged as a central component oforchestrated, omnichannel programs that many marketerssay represent the ideal way forward to addressing the cost andcomplexity issues that have otherwise made their jobs so difficult. Enable an ongoing cross-channel “measure-and-test” capability Invest in data-driven technology solutions that incorporateholistic campaign planning and extend through deployment Understand and develop a plan to apply generative AI andmachine learning; and Consider the ideal evolution of current operating silos. Brands remain committed to investing in direct mail: U.S. marketers will invest $37.3 billion in the channel in 2024(representing 2.6 percent growth in expenditures from theprevious year)