What Is the History of Direct Mail?

Direct mail advertising has been used for centuries. It began with documents written by hand or carved in stone. The process and popularity of direct mail evolved and grew with the invention of the printing press. It is a desirable method for businesses, because they can track direct mail's effectiveness through coupons and catalog orders.

History

The first example of direct mail advertising was found in Egypt. A landowner wrote an advertisement on a piece of papyrus for the return of a runaway slave in 1000 B.C.

Significance

With direct mail, people and business owners no longer had to rely on word-of-mouth. They could also reach a wider range of people.

Function

Direct advertising was developed as a way to gain customers for businesses, and to market goods and services. It has also been used to solicit employment and assistance.

Benefits

Direct mail advertising offers a variety of formats, from postcards to catalogs. Businesses can also include coupons and samples to attract more customers.

Fun Fact

Sears Roebuck and Company made $1,214,826,121 from mail-order advertising from 1909 to 1919. Their net sales for 1919 totaled $233,982,584.

Famous Ties

In 1683, William Penn published a pamphlet containing a land advertisement that included a map of Philadelphia. He was the first to create a land ad with a map.