Farewell Zippy


To all my loyal followers,

It has been a heck of a year for direct mail! Spending is on track to increase by 3.3% and $1.5 B annually!

And it’s no wonder, as direct mail continues to drive strong performance.

  • 90%+ of direct mail is read.
  • Its average lifespan is 17-20 days.
  • 74% of marketers believe direct mail delivers the best ROI, response rates and conversion rates.[1]
  • Response rates for prospecting and customer focused campaigns respectively, average 5% and 9%.[2]
  • Advertisers see a 40% improvement in performance when combining direct mail with online programs.


Additionally, we continue to see innovations in direct mail, making it that much more effective:

  • Informed Delivery
  • Print-on-Demand
  • Triggered Mail
  • And my favorite, Web-Powered Direct Mail


This continues to mean great things for marketers!

  • An on-going opportunity to get relevant advertising to consumers when they are ready to buy.
  • No ad blockers or spam filters to contend with.
  • No issues with the loss of third-party cookies when you use first party cookie solutions (like NaviStone!)
  • And, no clutter! Consumers receive <10 pieces of mail daily in comparison to 100+ emails and 1,000+ digital impressions.


So as the use of direct mail continues to grow, this “snail” has decided to hang up its mailbag after 34 years! Zipping around to make sure consumers are receiving their targeted, relevant, and highly personalized mail in a timely fashion, is being left to the next generation.


It’s been a great ride and I wish you all a prosperous 2024 and beyond!