Senior marketers say audience targeting is both the top benefit of direct mail marketing and the top challenge they face with the channel, according to recent research from SeQuel Response.

The 2024 Direct Mail Marketing Benchmark Report was based on data from a survey conducted in April 2024 among 350 marketing strategy leaders.

Respondents say the top advantages of the direct mail (DM) channel are quality audience targeting data, ease of tracking attribution, and flexibility with the creative/format.

Senior marketers say the top challenges they face with direct mail are audience targeting/data access limitations, tracking ROI and performance, and an internal preference for digital channels.

Most (90%) senior marketers believe integrating digital channels into direct mail has a positive impact on campaign performance.

Some 76% of respondents say they've integrated or plan to integrate email into their direct mail strategy.

About the research: The 2024 Direct Mail Marketing Benchmark Report was based on data from a survey conducted in April 2024 among 350 marketing strategy leaders.