the surprising strength of direct mail marketing · • direct mail outperforms online display when...

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:


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


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


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)


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


33%of women say they are most

receptive to direct mail around Black Friday

and the Winter holidays (21% for men)


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


direct mail resonates with women and older

adults

50%

of women over 55

would purchase a

product they learned

about from direct

mail

44%

of women 55+

would open a

package or

product sample


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


think local

30%

say featuring a local business

or restaurant in direct mail is

crucial to capturing their

attention


• 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]

the surprising strength of direct mail marketing · • direct mail outperforms online display when...

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