Direct mail drives production print
- Lob & Comperemedia published research on demand for printed direct mail pieces
- Reasons people like to get mail:
- It's delivered to their home through no effort on their part.
- It can be fun (get creative and think outside of the box).
- It's way to save money (people like a good deal).
- It’s informative (people are curious).
- It’s easily kept for future reference or use (use a magnet, they can then post on the fridge).
- 84% of marketers agree direct mail provides the highest ROI of any channel they use
- This number has consistently increased year-over-year for the last three years.
- 85% say direct mail delivers the best conversion and response rate of all the channels.
- Personalized URLs are the most popular way to measure conversions from direct mail campaigns
- Personalization is on the rise, with offers/coupons and text/copy on envelopes seeing the largest increase in customization
- Letters and postcards are the most popular direct mail format sent by respondents followed closely by brochures, catalogs, and self-mailers.
- Customer retention and acquisition campaigns account for 50% of campaign sends
- 69% of consumers engage with mail each week
- 32% of consumers engage with direct mail daily
- 45% of Consumers feel mail is less overwhelming than other marketing
- 54% of consumers keep an interesting piece of mail and refer back to it later
- 52% of consumers will Google the brand name and visit the website of a relevant mail piece
- 78% of consumers prefer receiving postcards
- 51% of consumers agree low quality paper/packaging and frequent mailings are most likely to give your mail piece a negative impression.