The Surprising Strength of
Direct Mail Marketing
SOURCE: INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
practically everyone receives direct mail…
74%
consumers regularly
receive direct mail
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
…and most people read it
58%
of consumers say they
read/open promotional mailers
direct mail influences purchases
of consumers would purchase a product
they learned about through direct mail 40%SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
Mail Online Display
20%
SOURCE: ANA | DMA RESPONSE RATE REPORT, 2018
direct mail ROI outperforms
online display
Median ROI by Channel
41%
20%
Mail PaidSearch
SocialMedia
OnlineDisplay
9%
1% 1%.3%
direct mail has the highest
response rate vs. digital
Response Rate by Channel
SOURCE: ANA | DMA RESPONSE RATE REPORT, 2018
1. Offers/Promotions/Discounts/Deals
2. Circulars
3. Information on local businesses
4. “Addressed to me & relevant to my
interests"
the top 4 types of mail
consumers enjoy receiving:
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
1. Features a local business/restaurant
2. Prominent placement of a discount/deal
3. A well-known brand name
4. Bright colors or visual interest
5. High quality materials or design
6. Addressed to “me” specifically
this is what makes
promotional mail eye-catching
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
the top 5 types of direct mail that people read:
1. Package or Product Sample
2. Postcard
3. Flyer
4. Booklet
5. Business Letter
SOURCE: INFOGROUP RESEARCH, n>1000, 2019
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
women are more receptive to direct mail
42% of women would purchase a
product they learned about
through direct mail as
opposed to 38% of men
27%of women want to hear about
offers, discounts, promotions
or deals through promotional
mail (20% of men)
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
women are 2.4x more likely to enjoy
promotional mail vs online ads
17%
of women enjoy receiving
promotional mail
7%
of women enjoy seeing online ads
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
33%of women say they are most
receptive to direct mail around Black Friday
and the Winter holidays (21% for men)
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
direct mail & adults 55+
48%
of adults 55+ would
purchase a product
they learned about
through direct mail
66%
of adults 55+ regularly read
promotional mail
36%
of adults 55+ want to see
info about local businesses
through direct mail
products designed for or advertised to adults, ages 55+, have a unique opportunity in this space
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
direct mail resonates with women and older
adults
50%
of women over 55
would purchase a
product they learned
about from direct
44%
of women 55+
would open a
package or
product sample
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
40%
of millennials (ages 18-
34) want to see high
quality materials, design,
bright colors or visual
interest
create with intentincorporate eye-catching design elements
High quality materials, designs
and bright colors or visual
interest helps direct mail
advertisements stand out from
the crowd
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
think local
30%
say featuring a local business
or restaurant in direct mail is
crucial to capturing their
attention
SOURCE:INFOGROUP DIRECT MAIL CONSUMER SURVEY, n=1588, 2019
• Direct mail influences purchasing decisions
• Direct mail outperforms online display when it comes to
ROI
• Direct mail resonates with women and baby boomers
• Consumers are most receptive to direct mail around Black
Friday and the holiday season
• Local messaging is compelling when used in direct mail
why you should incorporate
direct mail into your marketing
strategy now:
The Surprising Strength of
Direct Mail Marketing
Thank you!
To find out more about Infogroup or this study, you can reach
us at: inquir [email protected]