During a survey published in August 2024, around ** percent of responding consumers in the United States said that, after receiving direct mail, they visited the sender's website. Approximately ** percent reported searching for the sending brand online. According to the same study, catalogs and magazines were U.S. consumers' favorite direct mail formats.

In an April 2024 survey among consumers in the United States, around ** percent of respondents said they appreciated direct mail because they could keep an interesting piece and refer to it later. Around ** percent reported they visited the URL included on a direct mail piece, and ** percent reported having scanned a QR code on a mail piece during 12 months preceding the survey.

During a survey published in August 2024, around 38 percent of responding adult consumers in the United States said featuring a product or service they had previously purchased made a direct mail piece most appealing. Images of events or places that were local to them ranked second, mentioned by 36 percent of respondents. According to the same study, six out of 10 U.S. consumers perceived the frequency to which they received direct mail as the right amount.

During an April 2024 survey among business-to-business (B2B) and business-to-consumer (B2C) marketing strategy leaders across industries in the United States, 40 percent reported audience targeting and data access limitations as challenges of direct mail. Return on Investment (ROI) and performance tracking were selected by 38 percent, and an internal preference for digital channels was chosen by 36 percent.

In 2024, direct mail volume in the United States grew by around 1.6 percent to little more than 63.3 billion. For comparison, in 2020 – amidst the coronavirus outbreak – the volume stood at nearly 70 million.

During a survey published in August 2024, approximately ** percent of responding adult consumers in the United States reported receiving the right amount of direct mail. Around ** percent said they received it too frequently. According to the same study, U.S. consumers' leading expectations toward direct mail marketing included personalization.

During a survey published in August 2024, approximately ** percent of responding adult consumers in the United States reported preferring to receive catalogs and magazines from brands they already had a relationship with. Letters and envelopes followed, mentioned by ** percent, while brochures and postcards rounded up the top four, cited by ** and ** percent, respectively. According to the same study, the most appealing direct mail marketing image types for U.S. consumers included products, services, events, and locations.

This statistic shows the revenue of the industry “direct mail advertising“ in the U.S. from 2012 to 2017, with a forecast to 2024. It is projected that the revenue of direct mail advertising in the U.S. will amount to approximately **** billion U.S. Dollars by 2024.

According to Cognitive Market Research, the global Variable Data Printing market size will be USD 11628.9 million in 2025. It will expand at a compound annual growth rate (CAGR) of 9.50% from 2025 to 2033.

North America held the major market share for more than 40% of the global revenue with a market size of USD 4302.6 million in 2025 and will grow at a compound annual growth rate (CAGR) of 7.3% from 2025 to 2033.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 3372.3 million.
APAC held a market share of around 23% of the global revenue with a market size of USD 2790.9 million in 2025 and will grow at a compound annual growth rate (CAGR) of 11.5% from 2025 to 2033.
South America has a market share of more than 5% of the global revenue with a market size of USD 441.90 million in 2025 and will grow at a compound annual growth rate (CAGR) of 8.5% from 2025 to 2033.
Middle East had a market share of around 2% of the global revenue and was estimated at a market size of USD 465.16 million in 2025 and will grow at a compound annual growth rate (CAGR) of 8.8% from 2025 to 2033.
Africa had a market share of around 1% of the global revenue and was estimated at a market size of USD 255.8 million in 2025 and will grow at a compound annual growth rate (CAGR) of 9.2% from 2025 to 2033.
Release Liner category is the fastest growing segment of the Variable Data Printing industry

Market Dynamics of Variable Data Printing Market

Key Drivers for Variable Data Printing Market

Growth in Direct Mail and Marketing Campaigns to Boost Market Growth

Direct mail remains a powerful marketing tool, with Variable Data Printing (VDP) serving as a crucial enabler. According to a study by the U.S. Postal Service (USPS), 75% of people recall receiving a direct mail piece, highlighting its impact. A 2021 study by the Direct Marketing Association (DMA) found that 73% of consumers prefer direct mail for brand communication due to its tangibility compared to digital ads. The DMA also reported that direct mail has a 5.3% response rate for prospect lists, one of the highest among all marketing channels. Additionally, the Print & Mail Communications Association found that direct mail boasts an impressive open rate of 42.2%. Around 60% of direct mail recipients consider the mail they receive "usually interesting," according to a USPS study. Furthermore, DMA reports that direct mail accounts for 39% of customers trying a brand for the first time. By using VDP, companies can send personalized offers, discounts, and messages, greatly improving the effectiveness of direct mail campaigns. VDP can also be integrated into multi-channel marketing strategies, allowing businesses to deliver tailored messages through not just print, but also email, SMS, and online ads, enhancing overall campaign performance.

https://www.dataaxleusa.com/blog/direct-mail-statistics/.//./

E-commerce and On-Demand Printing Growth to Boost Market Growth

With the rise of e-commerce, there is an increasing demand for personalized packaging, invoices, and shipping labels. In the fourth quarter of 2024, U.S. retail e-commerce sales reached $308.9 billion, marking a 2.7% increase (±0.9) from the third quarter. Total retail sales for the same period were estimated at $1,883.3 billion, up by 1.8% (±0.4) from the previous quarter. E-commerce sales for Q4 2024 rose 9.4% (±1.1) compared to Q4 2023, while overall retail sales grew by 3.8% (±0.5). E-commerce accounted for 16.4% of total retail sales in the fourth quarter. Variable Data Printing (VDP) enables e-commerce businesses to offer personalized messages or packaging, enhancing the shopping experience for customers. The shift towards on-demand printing, where businesses only produce what is necessary, has accelerated the growth of VDP. This model is especially advantageous for companies with limited storage capacity or those that operate on a just-in-time inventory system for printed materials.

https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf./

Restraint Factor for the Variable Data Printing Market

High Initial Investment and Infrastructure Costs, Will Limit Market Growth

While VDP offers many advantages, the initial cost of purchasing high-quality digital printers and related technologies can be a significant barrier. These advanced machines are often costly, and smaller businesses ...

In 2023, direct mail advertising spending in the United Kingdom stood at ***** million British pounds, experiencing a decrease of ** percent. In 2024, it is forecast to see negative growth of five percent.

Direct mail advertising refers to postal material that is sent directly to a mailing address. The majority of postal services try to opt out of this form of mailing as they see it to have a negative environmental impact. Different forms of mail advertising include plastic mailers, coupons, envelopes, catalogs, normal commercial advertising and pre-approved credit card applications. Sometimes direct mail advertising can be sent to pre-selected individuals, or it can be sent out to a whole neighborhood.

During an April 2024 survey among business-to-business (B2B) and business-to-consumer (B2C) marketing strategy leaders across industries in the United States, ** percent named quality audience targeting data as an advantage of direct mail. Three other factors tied for second place: Being easy to track attribution and performance, the ability to integrate with digital campaigns, and the flexibility with its creative aspect and format, each chosen by ** percent of respondents.

During a survey among marketers in Canada and the United States published in December 2023, more than three-quarters (or ** percent) of respondents said they planned to send both personalized and non-personalized direct mail in 2024. Meanwhile, ** percent of the interviewees planned to send non-personalized mail pieces exclusively. According to the same study, most marketers used direct mail for customer retention and acquisition.

In 2024, direct mail marketing spending in the United States amounted to an estimated **** billion U.S. dollars, up from **** billion dollars a year earlier. Despite the annual growth, the latest result remained below 2019 pre-pandemic ***** billion-dollar revenues.

Introduction

SMS Marketing: Over the years, businesses have increasingly embraced text marketing as a direct means of communicating with customers.

In 2024, SMS marketing continues to thrive with striking engagement: average open rates linger around 98 percent, and click‑through percentages range between 19 percent and 35 percent. Within minutes, 95 percent of messages are read, often within just three minutes, making texts one of the fastest ways to reach customers. Conversion benchmarks reflect this strength: most campaigns yield between 21 percent and 30 percent conversions, with top-performing industries hitting 31‑40 percent.

Response rates are equally impressive, with nearly half of recipients replying and approximately 45 percent responding to campaigns. Notably, around 72 percent of recipients make purchases after receiving branded texts. These numbers highlight SMS marketing’s speed, reach, and return, making it an increasingly powerful channel for today’s data‑driven mobile strategies.

With high open rates, speed of delivery, and large audience coverage, it is expected that SMS marketing will grow significantly in the year 2024, progressing in step with the evolving mobile technology and marketing based on data.

Non Life Insurance: DP: Agent: Direct Mail data was reported at 2,467.683 THB th in Feb 2025. This records a decrease from the previous number of 2,493.011 THB th for Jan 2025. Non Life Insurance: DP: Agent: Direct Mail data is updated monthly, averaging 3,854.572 THB th from Jan 2022 (Median) to Feb 2025, with 38 observations. The data reached an all-time high of 10,536.065 THB th in Jun 2022 and a record low of 339.064 THB th in Feb 2022. Non Life Insurance: DP: Agent: Direct Mail data remains active status in CEIC and is reported by Office of Insurance Commission. The data is categorized under Global Database’s Thailand – Table TH.Z038: Non Life Insurance Statistics.

Non Life Insurance: DP: Bancassurance: Direct Mail data was reported at 13,160.662 THB th in Feb 2025. This records an increase from the previous number of 6,787.262 THB th for Jan 2025. Non Life Insurance: DP: Bancassurance: Direct Mail data is updated monthly, averaging 7,112.456 THB th from Jan 2022 (Median) to Feb 2025, with 38 observations. The data reached an all-time high of 13,160.662 THB th in Feb 2025 and a record low of 2,483.933 THB th in Mar 2022. Non Life Insurance: DP: Bancassurance: Direct Mail data remains active status in CEIC and is reported by Office of Insurance Commission. The data is categorized under Global Database’s Thailand – Table TH.Z038: Non Life Insurance Statistics.

During a survey among marketers in Canada and the United States published in December 2023, approximately ** percent of direct mail volume in campaigns was used for existing customer retention. New customer acquisition followed with ** percent. Direct mail's relevance for North America According to the same study, approximately ** percent of responding marketers in Canada and the U.S. planned to increase their direct mail budget for 2024. Around ** percent intended to keep it the same. Around three out of four professionals intended to implement both batch and personalized direct mail tactics throughout that year. U.S. consumers' relationship with direct mail An August 2024 survey asked what U.S. adults did upon receiving direct mail. More than half (** percent) visited the sending brand's website, while ** percent searched for it online. Moreover, the most popular direct mail formats among U.S. consumers were catalogs and magazines, selected by nearly ** percent of respondents.

The direct mail advertising expenditure in Japan amounted to around 286.3 billion Japanese yen in 2024. The source pointed out that ad expenses via direct mail increased year-on-year partly due to the rise in remote work amid the coronavirus (COVID-19) pandemic, though the figures have decreased in recent years.

In 2024, the United States Postal Service's advertising mail volume reached almost 58 billion, down from 59 billion a year earlier. Before the pandemic, the USPS annually delivered over 75 billion mail pieces like advertising, newsletters, catalogs, small marketing parcels, and other printed matter.

During a survey among adults in the United States in January 2024, **** of respondents said they would like to receive fewer marketing messages that year. Slightly more than ********* (or ** percent) reported wanting more, whereas ** percent preferred receiving the same volume. According to the same study, over **** of U.S. consumers were overwhelmed with marketing messages as of early 2024.