Driving Effectiveness With Direct Mail

In 2021, MarketReach and WARC published a white paper showcasing compelling case studies from businesses that use direct mail as the lead media and in the media mix.

The report looks to understand the role and benefits of direct mail in the current environment. With massive changes in consumer behaviour in the last few years, the role of marketing channels has been reassessed. We have summarised some of the insights: 

Reconsidering the Role of Direct Mail

Direct mail is being re-evaluated as a vital marketing tool in the current consumer landscape.

• Direct mail (DM) provides trusted interactions directly in consumers' homes, with 70% of recipients feeling valued by mail senders.
• 95% of consumers open, read, or file direct mail, leading to immediate online actions or future reminders.
• The role of direct mail marketing is constantly evolving, and marketers are recognising its potential to drive both sales and brand loyalty.
• DM is increasingly being integrated with digital channels, enhancing overall campaign effectiveness.

Impact of Direct Mail on ROI

Direct mail significantly contributes to revenue growth and return on investment (ROI) for brands.

• 27% of campaigns using DM as the lead media report ROI gains, compared to 23% for other campaigns.
• DM influences other channels: 6% leads to purchases, and 14% prompts household conversations.
• Campaigns that lead with DM are more likely to achieve customer loyalty, with 10% of campaigns focusing on this objective.
• DM amplifies the effectiveness of other marketing channels, increasing market share by nearly 25% in almost 25% of campaigns.

Direct Mail's Unique Engagement Advantages

• The average engagement rate for DM is 95%, with recipients interacting with mail over four times.
• Personalisation in DM campaigns resonates particularly well with Gen Z, who find addressed mail more unique than digital messaging.
• Consumers spend an average of 32.5 minutes looking at mail on weekends, a 29% increase during the pandemic period. 
• 70% of consumers keep mail as a reminder for future actions, enhancing brand recall.

Direct Mail's Role in Brand Awareness

DM effectively captures attention, boosting brand awareness and engagement.

• DM has an average engagement rate of 95%, which is significantly higher than that of digital channels.
• 26% of campaigns leading with DM measured awareness as a key metric.
• DM interactions can lead to a 6% direct sale rate and an 8% increase in website visits.

Neuro-Insight Study on Direct Mail

Research shows that direct mail marketing can be more memorable and engaging than digital alternatives, thanks to the physicality of the items. 

• DM is 49% more memorable than email and 35% more memorable than social media ads.
• Consumers are 33% more engaged with DM compared to email.
• DM enhances the effectiveness of other channels, increasing social media ad recall by 44%. ​

Gen Z's Response to Direct Mail

Gen Z shows a strong preference for campaigns that blend physical and digital experiences. ​

• 88% of Gen Z prefer a mix of physical and digital marketing.
• 45% of 15 to 24-year-olds trust mail, a significant increase during the pandemic. ​
• 42% of young consumers have searched for a brand online after receiving direct mail.

Download the Report