Global Direct Mail –Industry Outlook

  • The global direct mail market was valued at $90–94 billion in 2017
  • The market is forecasted to grow at a CAGR of 1–2 percent to reach $94–98 billion between 2018 and 2020 
  • Regions, such as North America, Western Europe and Northern APAC have high market maturity. From 2016 to 2018, the market is expected to grow at a CAGR of 0.4–0.7 percent in North America and Western Europe due to an increase in spending on digital marketing 
  • The future growth of the industry would be driven by parts of the APAC, the MEA and LATAM, owing to low Internet penetration and a high customer base

direct-mail-market-size

Global Direct Mail Market Maturity

  • Direct mail adoption is high in developed continents, such as North America and Europe. This is because of rich customer databases maintained over a period of time. However, increased adoption of e-mail and mobile advertising is diminishing the demand for direct mail advertising 
  • Central and southern parts of APAC, LATAM and the MEA are driving the direct mail market because of low Internet penetration, as compared to developed markets. BFSI, retail, travel and real estate are the major industries that drive demand

Industry Trends

  • Direct mail service providers expand their service portfolios by providing online direct marketing services in order to retain their clients 
  • An increased number of M&As in developed continents, such as North America and Europe, is posing a serious threat to new entrants
  • Increased usage of digital printing machines has made printing less labor-intensive, resulting in layoffs, in order to maintain profit

Global Direct Mail Drivers and Constraints

To counter the effect of digitization, direct mail service providers add cross-channel marketing services, such as e-mail marketing, including QR codes in direct mail and clean mailing lists, to retain their clients. However, retail, BFSI, travel and real estate industries sustain demand

Drivers

Integration with digital marketing 

  • Suppliers in the market compete with each other in their initiatives to integrate online marketing with direct mail marketing. Some initiatives include:

−Inclusion of QR codes in direct mail
−Providing e-mail marketing and other direct marketing services to their clients at competitive rices
−Helping the buyers consolidate their spending to a single service provider 

  • In 2018, Quad/Graphics has increased its equity position with Rise Interactive and also acquired a majority ownership stake with the award-winning digital marketing agency . Rise Interactive, an award winning digital marketing agency in order to integrate traditional medium of communication with online mediums. This partnership would help the marketers to make more informed decision by having enhanced consumer behavior details

Potential industry sectors

  • The demand for direct mail services is driven by retail, financial services and insurance, travel and real estate industries. Demand for flyers, coupons, samples and merchandise items by these industries is a key driver of the industry

Constraints

Increase in substitutes 

  • With the increase in digitization, substitute channels, such as e-mail and mobile marketing, gain adoption over direct mail 
  • Retail inserts and contact centres affect the demand for direct mail

 Quality of mailing lists

  • The mail database in emerging economies, such as LATAM, APAC and the MEA, is of low accuracy, leading to ineffectiveness of direct mail campaigns in reaching their full potential