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- 64% of consumers say direct mail has inspired them to take action, including exploring websites and reviews or making a purchase.
(Source: Lob/Comperemedia, The State of Direct Mail 2023)
- 74% of marketers agree that direct mail delivers the best ROI of any channel used - up from 67% in 2021.
(Source: Lob/Comperemedia, The State of Direct Mail 2023)
- 39% of consumers are likely to scan a QR code on a piece of direct mail and take action.
(Source: Lob/Comperemedia, The State of Direct Mail 2023)
- 45% of consumers say seeing an ad in both print and online captures their attention.
(Source: Vericast, This Direct Mail Moment, 2022)
- 70% of consumers say direct mail is more personal than online interaction.
(Source: Gitnux Blog, Direct Mail Industry 2023, Trends and Statistics)
- 63% of consumers who responded to direct mail in the past 3 months made a purchase.
(Source: Poor Richard's Press, Direct Mail Marketing, 2023)
- 71% of consumers regularly read or look at direct mail ads, especially baby boomers, parents, millennial parents, and affluent households.
(Source: Vericast Awareness-to-Action Study, January 2023)
- 66% of consumers say direct mail ads make them aware of neighborhood stores, restaurants, and services.
(Source: Vericast Awareness-to-Action Study, January 2023)
- 42% of consumers said receiving direct mail ads encourage them to go online for more info about the brand.
(Source: Vericast Awareness-to-Action Study, September 2022)
- 51% of consumers agree that direct mail motivates them to try a new store or business (especially parents (64%) and millennial parents (73%)).
(Source: Vericast Awareness-to-Action Study, September 2022)
- 34% said direct mail ads encourage them to go online to purchase from that business.
(Source: Vericast Awareness-to-Action Study, September 2022)
- Consumers want more messages and offers that:
- Help them save money - 49%
- Reward them to their loyalty - 42%
- Save time or make life easier - 40%
(Source: Vericast Awareness-to-Action Study, September 2022)
- Actions taken from direct mail:
- 57% visited the brand or service website
- 53% searched for the brand/product/service online
- 46% looked up reviews of the brand/product/service
- 38% visited a retail location to check out a product in person
- 36% brought a product/signed up for a service
- 28% visited another website looking for the product or service advertised
- 20% checked the brand or services social media
- 16% checked out other media to gauge others thoughts on the brand/product/service
- 2% other
(Source: Lob/Comperemedia, 2023 State of Direct Mail)
40% of consumers sometimes share direct mail with friends and family.
71% of consumers immediately read direct mail immediately or read it the day they bring into their home.
- 58% of consumers keep their direct mail pieces for a maximum of two days
(Source: Lob/Comperemedia, 2023 State of Direct Mail)
The following lists the format consumers are most likely to read by industry:
Retail - 55% catalogues/magazines
Healthcare - 42% letters & envelopes
Financial Services - 46% letters & envelopes
eCommerce - 37% catalogues/magazines
(Source: Lob/Comperemedia, 2023 State of Direct Mail)
Direct Mail Attitudes:
- I expect direct mail I receive from brands will be personalized for me in some way - 55%
- I became concerned about my personal privacy and security when I receive direct mail from brands I do not know - 51%
- I prefer brands to only interact with me digitally because it is more sustainable than sending direct mail - 48%
- Direct mail is an important way for brands to build relationships with me - 48%
- Receiving direct mail from a brand feels more important than receiving an email from a brand - 47%
- I am often introduced to new brands via direct mail - 47%
- It is important to me that brands interact with me beyond the digital space - 45%
- Receiving direct mail from a brand feels special - 41%
- I prefer that brands reach out to me via direct mail - 37%
- I feel overwhelmed by the amount of direct mail I receive from brands on a daily basis - 36%
(Source: Lob/Comperemedia, The State of Direct Mail 2023)
71% of consumers regularly read or look at direct mail ads, especially baby boomers, parents, millennial parents, and affluent households.
66% say direct mail ads make them aware of neighborhood stores, restaurants, and services
(Source: Vericast Awareness-to-Action Study, January 2023)
42% of surveyed customers said receiving direct mail ads encouraged them to go online for more info about the brand..
(Source: Vericast Awareness-to-Action Study, September 2022)
74% of consumers said that they can be swayed by advertised promotions & sales
71% of consumers ranked saving the most money by “using coupons and discounts” as the second most important thing when going grocery shopping.
Affluent consumers love coupons and enjoy using them.
79% of affluent consumers use coupons when planning their shopping.
79% of affluent consumers think it’s exciting to discover a coupon or discount on a product they were already thinking of buying
64% of affluent consumers state that a coupon or discount helps to speed up their purchase decision
(Source: 2021 Valassis Consumer Intel Report)
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