Summary
Snail mail: Increasing external competition is expected to limit industry revenue growth
Abstract
Direct Mail Advertising in Canada
Over the past five years, decreasing corporate profit, despite increasing consumer confidence, has led to a decrease in corporate expenditures on all forms of advertising. As a result, revenue for the Direct Mail Advertising industry in Canada is expected to decrease modestly over the five years to 2019. However, much of this loss is a result from technological advancements that have paved the way for other cost-effective methods of product promotion, such as daily deals websites, email marketing campaigns and mobile advertising. The Direct Mail Advertising industry will remain viable and is expected to achieve gradual growth over the next five years. Canadians are documented to prefer receiving advertising related to health, financial services, insurance, prescription and personal care through direct mail, supporting the industry. In addition, the key features of direct mail advertising, including the ability to precisely target potential customers and a higher response rate when compared with other forms of advertising, will continue to drive industry demand.
The Direct Mail Advertising industry in Canada distributes advertising materials (e.g. coupons, fliers and samples) or specialty items (e.g. key chains, magnets and pens with custom printed messages) by mail or other direct distributions. Industry participants may also prepare advertising materials or specialties for mailing or other direct distribution. They may also compile, maintain, sell and rent mailing lists.
This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
