Direct mail strategies for increasing retail sales and customer loyalty

Since 1872, the retail industry has witnessed the power of direct mail firsthand. Aaron Montgomery Ward’s revolutionary mail-order business, Montgomery Ward and Company, kickstarted a retail revolution. A modest one-page “catalog” marked the beginning of a transformative era for retail direct mail, igniting the immense potential of reaching customers through their mailboxes.
In today’s highly competitive market, a staggering 76 percent of retailers still rely on the mail channel to drive both repeat and new customer purchases. Because direct mail can deliver a relevant and customized message on a one-to-one level (just like the most popular digital channels), some retail brands are even increasing mail investments to escape the rising acquisition costs of digital advertising rate hikes.