Are direct mail advertising statistics still relevant for small businesses?

Yes. The benchmarks apply to businesses of every size, and programs built for saturation make mail affordable even without a purchased list.

• EDDM: USPS Every Door Direct Mail reaches entire neighborhoods without buying names.
• Local concentration: restaurants, salons, and contractors often see the strongest response because their audience is nearby.
• Low barrier: you can start with a single route and scale from there.

For a business with a defined service area, geographic targeting turns industry statistics into a practical, low-cost plan. The numbers hold up at small scale as long as the targeting is tight.