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2018 Market Analysis & Industry Outlook: Direct Mail Advertising

Overview of the U.S. Direct Mail Advertising Industry

This section provides answers to key questions about the industry:
  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Direct Mail Advertising: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

Order at top of page
Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast[PREMIUM]

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Direct Mail Advertising industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Direct Marketing Services

Media Planning And/Or Buying Services

Full Media Planning And Buying Services

Direct Mail Advertising Services

Full Direct Mail Services

Concept Development Services For A Direct Mail Advertising Campaign

Mailing List Support Services

Print Services For Direct Mail Advertising Materials

Letter Shop Services

Fulfillment Services

Other Direct Mail Advertising Services

All Other Receipts

All Other Operating Receipts

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map of Direct Mail Advertising by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Direct Mail Advertising company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Direct Mail Advertising industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Direct Mail Advertising measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 11%

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Chief Executives0%
General and Operations Managers4%
Advertising, Marketing, Promotions, Public Relations, and Sales Managers 5%
Business and Financial Operations Occupations 10%
Business Operations Specialists 8%
Arts, Design, Entertainment, Sports, and Media Occupations 23%
Art and Design Workers 11%
Designers 7%
Media and Communication Workers 10%
Public Relations Specialists 8%
Public Relations Specialists 8%
Sales and Related Occupations 25%
Sales Representatives, Services 16%
Advertising Sales Agents 13%
Advertising Sales Agents 13%
Other Sales and Related Workers 7%
Demonstrators and Product Promoters 6%
Office and Administrative Support Occupations 20%
Other Office and Administrative Support Workers 7%
Source: Bureau of Labor Statistics

Direct Mail Advertising Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Innovation News

  • Sendsations trademarks "CALENDARCARDS" - Direct mail advertising programs and preparation of marketing materials for use by others in marketing and advertising campaigns - 12/16/2015
  • G3 Direct Mail Advertising trademarks "G3 DIRECTMAIL ADVERTISING, INC." - Direct mail advertising; Direct marketing advertising for others; Mailing list preparation; Preparing mailing lists; Direct mail consulting services; Direct marketing consulting services; Direct marketing services - 05/19/2015
  • Modern Media Concepts trademarks "THE ADD SHEET!" - CIRCULARS CONTAINING ADVERTISING AND COUPONS - 07/22/2011

  • Top Innovators

    CompanyInnovation Score
    Epsilon Data Management
    Bliss Media

    Additional companies, details and innovation scoring in the full report.

    Latest Industry News

    • Zambia: Benefits of Evaluating Marketing Performance - In practice, undertakings employ multi advertising fora such as in-store and online advertisements, direct e-mail, television (TV), radio, electronic bill boards and the like. This, therefore, further aggravates the task of measuring marketing outcomes as ... (01/11/2018)
    • Heating Up: Retargeting with Direct Mail - Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the ... (01/10/2018)
    • These #3 Experts Will Help You Understand the Differences between Push and Pull Marketing - Push Marketing essentially begins offline. However, there are few exceptions. A typical example of offline marketing is the direct mail postcard. The aim is to drive customers to a location/place, a landing page/website/ or to inbound phone numbers. (01/10/2018)
    • How To Gain Marketing Visibility Through Trust - Content marketing can play a role in achieving this component ... The physical, tactile nature of direct mail also has a direct, positive correlation to recalling the advertisement. This means, by picking up your mail and opening it, consumers are ... (01/10/2018)
    • Explore direct marketing services industry report for 2018 - Products mentioned as follows: Direct Mail, Telemarketing, Email Marketing, Text (SMS) Marketing, Handouts, Social Media Marketing, Direct Selling From a comprehensive overview of the Direct Marketing Services Market to the market size, industry chain ... (01/10/2018)
    • Direct Mail Continues Driving Planned Giving - Those efforts are now paying off. “You can do a lot of planned giving advertising but most of your donors come out of your direct mail or online giving platforms. It ends up being a feeder program,” Mehlhorn said. “Generally, you don’t know it’s ... (01/09/2018)
    • BBB Scam of the Week: Opting out of direct marketing - Usually, prescreened solicitations come via mail, but you also may get them in a phone call or in an email. Prescreening works in one of two ways: a creditor or insurer establishes criteria, like a minimum credit score, and asks a consumer reporting ... (01/08/2018)
    • Suttle-Straus Announces Webinar on 15 Proven Ways to Boost Your Direct Mail Response Rates - Wauanakee, WI, January 05, 2018 --( Suttle-Straus, a commercial printing and marketing services provider, is hosting a complimentary webinar with direct mail consultant Paul Bobnak titled “15 Proven Ways to Boost Your Direct Mail Response.” (01/06/2018)
    • Lumpy Mail: A Smooth Marketing Strategy - Consumers are constantly bombarded both electronically and by direct mail, although admittedly direct mail has ... lumpy mail can be hugely effective in amplifying and complementing digital marketing efforts. It's a best practice to send your recipient ... (01/04/2018)
    • Direct Mail Market Procurement Research Report – Pricing Trends and Analysis by SpendEdge - “The global direct mail market is moving toward industry consolidation as ... The integration of multiple channels helps service providers across various regions to execute a direct marketing campaign. Suppliers focus on developing unified campaigns ... (01/03/2018)

    Government Contracts

    In 2016, the federal government spent a total of $11,149,801 on Direct Mail Advertising. It has awarded 38 contracts to 10 companies, with an average value of $1,114,980 per company.   

    Top government vendors:

    CompanyFederal ContractsTotal Award Amount

    Growth Opportunities / Competitive Threats

    Companies in other industries may also sell similar products. Since there is an overlap in the customer base, there may be an opportunity for companies in Direct Mail Advertising to sell additional products/services offered by these adjacent industries. Alternatively, these industries may identify further products in this industry to target. Products most at risk are those with the highest profit margins and lowest barriers to entry.

    The following industries are competing channels for sales of similar products/services.

    Media Planning And/Or Buying Services
    Competing IndustrySales Relative to Direct Mail AdvertisingOpportunity/Threat
    Media Buying Agencies
    Advertising Agencies
    Public Relations Agencies Competing industry
    Media Representatives Competing industry

    Sales from other industries of Media Planning And/Or Buying Services are less than those from Direct Mail Advertising. This may mean that other channels are a competitive risk of increasing their Media Planning And/Or Buying Services sales, taking market share from this industry.
    Media Planning And/Or Buying Services Product Sales Report

    Advertising Agency Services
    Competing IndustrySales Relative to Direct Mail AdvertisingOpportunity/Threat
    Advertising Agencies
    Billboard & Outdoor Display Advertising
    Public Relations Agencies Competing industry
    Media Representatives Competing industry
    Media Buying Agencies Competing industry

    Sales from other industries of Advertising Agency Services are less than those from Direct Mail Advertising. This may mean that other channels are a competitive risk of increasing their Advertising Agency Services sales, taking market share from this industry.
    Advertising Agency Services Product Sales Report

    Segments classified within this market research report

    This industry market research report includes companies whose primary business is any of the following:
    Direct mail or other direct distribution advertising campaign services, Advertising material preparation services for mailing or other direct distribution, Direct mail advertising services, etc.

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