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We all know that digital is the future, but traditional direct mail remains a powerful marketing tool for reaching consumers. When used correctly, direct mail is a tactile solution that can attract attention in ways that email and online ads often cannot. Even so, standing out in a crowded marketplace involves more than simply showing up in a recipient’s mailbox.
What is it about direct mail that can make it more memorable than digital communications? For one thing, direct mail is tactile: It is a physical communication that must be picked up and handled. Even if the recipient discards a piece of direct mail soon after receiving it, they still have to hold it in their hand for a moment. Tactile experiences are more memorable than email or other digital marketing messages, which can be easily ignored or mass deleted.
Keypoint Intelligence recently surveyed over 1,000 consumers about their experiences with direct mail. As shown in the figure below, nearly 60% of consumer respondents agreed that direct mail pieces were more likely to attract their attention if the offering was of interest to them. In addition, 59% of total consumers had made a purchase in the past three months based on the direct mail they received.
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Consumers are drawn to direct mail pieces that are catered to their personal needs and interests. Direct mail pieces commonly result in sales, too, so this is certainly not an avenue that can be ignored—even in a digital first world.
It’s no secret that personalized direct mail stands out and attracts the recipient’s attention. Today’s consumers understand that the firms they do business with have a wealth of information about them, so they have come to expect a highly personalized experience. Personalized direct mail is tangible proof that a company has invested time to understand the recipient’s needs and pain points, which can positively influence their perception of the brand.
In the past six months, over half of consumer respondents recalled receiving a piece of direct mail that was clearly tailored to their interests or past purchases. Our survey data also shows that personalized direct mail is more effective—about two-thirds of respondents definitely or usually paid more attention to direct mail pieces that included personalization.
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Direct mail with specialty printing effects (e.g., raised surfaces or metallic colors) is another great way to stand out in a digital world. In fact, 60% of total consumer respondents reported that they would “definitely” or “probably” notice a direct mail piece with special effects. It should also be noted that consumers under the age of 43 were especially likely to notice these effects. The key takeaway is that younger consumers will still respond to direct mail—especially if it stands out in a way that attracts their attention!
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When total respondents were asked to specify the types of advertising formats that most commonly attracted their attention, direct mail was the most popular channel. When these responses were segmented by age, some interesting patterns emerged. Although social media was the most popular channel for consumers under the age of 43, direct mail still cracked the top three among these younger respondents. Meanwhile, older consumers more strongly favored direct mail and catalogs in relation to their younger counterparts.
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Social media and streaming services are clearly effective among younger consumers, but this doesn’t mean that younger consumers don’t pay attention to direct mail.
Younger consumers may respond differently to direct mail than their older counterparts, but direct mail remains a top media choice among all age groups due to its tactile nature and the ease with which it can be linked to digital communications. Personalization, embellishments, and special effects are just some of the tactics that can be used to make direct mail stand out from the digital clutter. Use direct mail to attract attention and engage your recipients today!
Browse through our Industry Reports Page (latest reports only). Log in to the InfoCenter to view research on direct mail, customer communication, and specialty print through our On Demand Printing & Publishing and Customer Communication Advisory Services. If you’re not a subscriber, contact us for more info by clicking here.
