Postal Mail Metrics – The USPS Does Measure These!

For approximately 20 years, the United States Postal Service (USPS) has been capturing direct mail statistics through their Household Diary Study. 5,200 households volunteer to log the mail they receive and record what they actually do with it. Here are some statistics:

  • 48% of recipients read it.
  • 33% more scanned it.
  • So 81% do not ignore direct mail.

The report shows open rates for different types of advertising and how mail volume affects consumer behavior.

Conclusion? Direct mail still works and the channel has many strengths. A coordinated approach with electronic delivery will often lead to the most favorable results.

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