e-book

What Consumers Want: The Dos and Don’ts of Direct Mail

Built on insights collected from a diverse panel of 600 consumers across the United States, What Consumers Want: The Dos and Don’ts of Direct Mail reveals the secrets behind consumer preferences, response behaviors, and expectations for mail. Learn quickly what works and what doesn’t, so your campaigns can continue to deliver mailbox magic in our device-driven world.

50

of consumers are interacting with direct mail each week

20

of consumers agree that direct mail is not an overwhelming form of advertising

15

of consumers aged 25-44 enjoy the physical action of opening mail

1

of consumers have purchased what was advertised in a relevant piece of direct mail in the past 6-12 months

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What’s inside the 2024 consumer benchmark study?

  • A deep dive into how consumers engage with direct mail, proving its staying power in an increasingly digital world.
  • An exploration of what makes direct mail enjoyable, from tactile appeal to personalization.
  • Insights into consumer behavior and purchasing decisions, revealing what drives responses and conversions.
  • Best practices for designing high-performing direct mail that stands out in a crowded mailbox.

HIGHLIGHTS

Mail for today’s
consumers

This is your chance to step into the consumer’s perspective. Download your FREE report today!

Continued Engagement

Direct mail remains a powerful channel, with many consumers engaging with it regularly. Younger audiences, in particular, are showing increased interaction, making it clear that physical mail is still a relevant and effective way to connect.

Enjoyment and Connection

Consumers find direct mail enjoyable, especially when it’s personal and tangible. The act of opening physical mail creates a stronger connection, and people appreciate being able to keep it for later reference.

Driving Action

Direct mail has a lasting influence on consumer behavior, with many people taking action after receiving a relevant piece. Adding interactive elements like QR codes and promo codes can make the experience even more engaging and lead to immediate results.

KEY TAKEAWAY

Direct mail continues to rank among the top four
most influential advertising formats. The tactile
experience of mail encourages consumers to spend time reviewing the piece, which leads to stronger recall, greater emotional connection, and enhanced credibility.

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