Shocking Numbers Revealed about Direct Mail Attitudes
- ptb475
- Sep 4, 2023
- 2 min read
Direct Mail Marketing appeals to both halves of your brain: it is one-half art and one-half science.
The art is found in the copy and design.
The science is revealed in the numbers: response rates, trust factors, and readability scores.
A recent survey of more than 2,000 US citizens by LOB (Lob.com) reveals some shocking numbers about what consumers think about Direct Mail.
The biggest mystery uncovered in this massive research is this:
Why do only 12% of companies use Direct Mail when 72% of consumers read Direct Mail?
In fact, 85% of those surveyed reported that they open the Direct Mail that arrives at their door within hours of its arrival!
What does that mean for you?
You need to invest in coordinated Direct Mali / Email / Social Media campaigns based on when your Direct mail lands on your prospect’s door.
Send your emails the day you drop your Direct Mail into the postal system with a message to “look out for a special envelope in your mailbox.”
Let’s look at some expectations for Direct Mail based on the age of the recipient.
Who expects personalization?
56% of people aged 35 to 54 expect some type of personalization in their Direct Mail.
53% in the 55+ age group expect to learn about a new brand through Direct Mail.
44% aged 18 to 34 think Direct Mail is a great way to build your brand.
So…
If you want to boost your ROI and build a great LTV, use Direct Mail!
And what element in Direct Mail generates the most action from the readers?
Promotions and offers…
64% of consumers report they took action because of the offer or promotion in the Direct Mail piece.
That means that it’s up to you to create personalized offers and promotions that will inspire your readers to respond!
And here is the best part of this survey…
51% say they share their Direct Mail with family or friends!
More than one-half!
Howe many of you ever share an email you get? Probably less than 1%!
There are many more insights into the way people think about Direct Mail. (You can see the complete survey when you click here.)
And yet… just 12% of companies – companies that use social media, email, and broadcast media – use Direct Mail, despite these
incredibly positive numbers.
Here’s a suggestion: use BOTH parts of your brain – the artistic side and the scientific side – and get your offers and promotions into the mail boxes of your prospects and customers. Now!
Peter T. Britton,
Resultant
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