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1、What Consumers Want:The Dos and Dontsof Direct MailEB OO K 2 WHAT CONSUMERS WANT 2023INTRODUCTIONDirect mail remains a potent customer acquisition channel for marketers,but its effectiveness hinges on understanding and aligning with consumer preferences.What Consumers Want:The Dos and Donts of Direc

2、t Mail,explores the world of direct mail marketing from a buyers perspective.Inside youll find valuable insights,practical tips,and strategies for engaging your audience in a digital age by studying what they truly desire from a direct mail piece and its influence on purchase decisions.By implementi

3、ng the dos and avoiding the donts,you can optimize your DTC direct mail efforts to yield higher response rates,achieve better results,and drive brand growth.Table of ContentsMethodology 3Consumer Engagement and Direct Mail 4Consumer Enjoyment and Direct Mail 6Consumer Behavior and Direct Mail Influe

4、nce 8Consumer Experience and Direct Mail Design 10LETS GET STARTED.3 WHAT CONSUMERS WANT 2023METHODOLOGYTo complete our consumer benchmark study,we partnered with research firm ISG to survey 400 consumers of various genders,ages,and incomes across the U.S.Via a custom online questionnaire distribute

5、d in April of 2023,ISG gathered insights on consumer sentiment around mails engagement levels,enjoyment,influence,and overall channel impression.Consumer AudienceHousehold IncomeGenderAge Group62+62+383838%62%13+13+2525+25+25+373738%25%25%12%MaleFemale35-4425-3445-5455+$40K-$59K$60K-$79K$80K-$99K$10

6、0K-$149K$150K-$199K$200K-$249K$250K-$299K$300K+25%24%17%21%7%3%1%2%CONSUMER ENGAGEMENT AND DIRECT MAIL Direct mail has the unique ability to capture consumer attention in a tangible and personal way.Unlike digital advertisements,print media allows for physical engagement,which can play a critical ro

7、le in building brand trust and credibility ultimately leading to more conversions.Our research found 42%of consumers engage with mail on a weekly basis,and 27%touch mail daily.In other words,69%of consumers are interacting with direct mail each week.Alternatively,when you take a closer look at the c

8、hannels consumers are not engaging with,30%or more do not interact with sponsored influencer content,text messaging,and paid search/banner ads.Among the 10 direct response advertising channels we surveyed on,direct mail has the lowest non-engagement rate.At first glance,daily mail engagements may se

9、em low,but not when you consider channel volume.56%45%45%44%36%28%27%27%24%18%16%22%23%19%30%39%16%22%40%26%11%10%11%13%11%10%15%19%14%26%18%23%21%24%22%23%42%33%23%30%Ads through television or video streaming servicesEmail marketing adsDirect mail ads(letters,postcards,catalogs)Radio or digital aud

10、io(streaming)adsPaid online search results or banner adsAds on billboards or event signageSponsored social media content adsText message adsSponsored influencer marketing content adsPrinted media ads(magazines,newspapers)Advertisement Engagement FrequencyOn average,how often do you engage with(notic

11、e,read or act on)each of the following types of advertisements?Daily or more oftenWeeklyMonthly or lessDont engage/Dont know of this3131+69+69GG5050+50+50GGKEY INSIGHTS69%50%of consumers engage with mail each week.of consumers are overwhelmed by email,sponsored social media,and influencer marketing.

12、4 WHAT CONSUMERS WANT 2023Continued on page 5 5 WHAT CONSUMERS WANT 2023For example,digital channels such as streaming video,social media,and email marketing are crowded,therefore consumers must weed through these ads every day to tackle the excessive flow.Mailboxes on the other hand,are not.Checkin

13、g mailboxes each week allows consumers to make space for next weeks mail,while interacting with timely communications from the brands they love.Speaking of extra,we asked consumers how overwhelmed they feel by the amount of advertising received on each channel.This is especially important because th

14、e relationship between consumer engagement and feeling overwhelmed by advertising is a delicate balance.Our research found traditional direct response channels(direct mail,radio/digital audio,printed media,and billboard/event signage)are less overwhelming than their popular digital counterparts.Plea

15、se rate how overwhelmed you feel by the amount of advertising you receive in each of the following.How Overwhelmed You Feel by the Amount of AdvertisingEmail Marketing AdsSponsored Influencer Marketing Content AdsAds on Billboards or Event SignageSponsored Social Media Content AdsText Messaging AdsP

16、aid Online Search Results or Banner AdsRadio or Digital Audio(Streaming Ads)Direct Mail Ads(Letters,Postcards,Catalogs)Ads Through TV or Video Streaming ServicesPrinted Media Ads(Magazines,Newspapers)33%28%25%25%22%22%15%14%10%8%23%26%22%21%28%22%18%15%13%12%44%46%53%54%50%57%67%71%77%80%Overwhelmed

17、Somewhat OverwhelmedSlightly/Not OverwhelmedMailboxes arent crowded or overwhelming making mail a standout choice for marketers seeking effective engagement amid the digital noise.Dont label direct mail as irrelevant in a device-driven world.Do use direct mail to make an impact.Consumer Engagement a

18、nd Direct Mail,continuedLevel of Enjoyment Receiving Types of AdsCONSUMER ENJOYMENT AND DIRECT MAIL Now that weve demonstrated mail is not overwhelming or intrusive,its time to dive into why consumers enjoy it.The joy of receiving a physical piece of direct mail cannot be understated.In fact,consume

19、rs indicated mail is more enjoyable than paid search,email,streaming,influencer,and text messaging advertisements.The top three reasons consumers appreciate mail:I can keep an interesting piece of mail and refer back to it later It feels less intrusive than other types of advertisingI enjoy learning

20、 about new brands/products/services through the mail 3737+63+63GG7171+29+29GGKEY INSIGHTS63%29%of Gen X consumers like mail because they can keep it and refer back to it later.of Millennial consumers like mail because its nostalgic.Please rate how much you enjoy receiving the following forms of adve

21、rtising.28%28%27%22%18%16%16%11%10%Ads through television or video streaming servicesEmail marketing adsPrinted media ads(magazines,newspapers)Radio or digital audio(streaming)adsPaid online search results or banner adsAds on billboards or event signageSponsored social media content adsDirect mailTe

22、xt message adsSponsored influencer marketing content ads 6 WHAT CONSUMERS WANT 202326%123Continued on page 7 7 WHAT CONSUMERS WANT 2023Now,the top three reasons consumers dislike mail:I get too much mailMail is not as environmentally friendly as other types of advertisingThe mail I get is not releva

23、nt to my life,needs,or interestsWhen a mail piece arrives in a consumers mailbox,it not only conveys the brands message,but also invites them to engage on a personal level.The physical action of holding a piece of mail facilitates a deeper connection,ensuring that the brand remains top of mind.This

24、translates into increased brand awareness,as confirmed by 46%of consumers.Theres a fine line between staying top-of-mind and annoying consumers.The ideal mailing frequency truly varies by industry and audience,but our research found 82%of consumers indicated more than 4 mailings a year is“too much.”

25、In general,how many mail pieces from the same company is too many to receive in a year?123Defining“Too Many”Direct Mail Pieces to Receive Annually2%17%35%46%1 piece2-3 pieces4-5 piecesMore than5 piecesBrands need to align their mailing program with what consumers value to optimize engagement.Dont wa

26、ste paper on generic,irrelevant pieces.Do test regularly to understand your audience preferences towards mail.Consumer Enjoyment and Direct Mail,continued 8 WHAT CONSUMERS WANT 2023CONSUMER BEHAVIOR AND DIRECT MAIL INFLUENCE A well-timed,relevant mail piece can have a considerable influence on buyer

27、 behavior and conversions.In our survey,consumers ranked direct mail as the second most influential direct response channel(alongside email marketing)on purchasing decisions.Mails influence is stronger than sponsored social media,radio/digital audio,magazines/newspapers,paid online search,sponsored

28、influencer content,billboards,and text messaging.5757+43+43GGKEY INSIGHTS43%of female consumers indicate direct mail is the most influential over purchase decisions.of Millennial consumers will use the promo/offer code listed on the mail piece during checkout.3737+63+63GG63%Most Influential Types of

29、 AdsPlease choose and rank the types of advertisements that are most influential over your purchase decisions.50%38%36%31%26%22%15%14%14%Ads through television or video streaming servicesEmail marketing adsPrinted media ads(magazines,newspapers)Radio or digital audio(streaming)adsPaid online search

30、results or banner adsAds on billboards or event signageSponsored social media content adsDirect mail ads(letters,postcards,catalogs)Text message adsSponsored influencer marketing content ads38%A relevant piece of direct mail can lead to a variety of consumer actions.In the past 12 months,direct mail

31、 has driven:of consumers to visit the website mentioned.41%of consumers to Google the company,product,or service advertised.30%of consumers to purchase what was advertised.24%Continued on page 9 9 WHAT CONSUMERS WANT 2023We know mail drives response,but we wanted to know more.Specifically,the likeli

32、hood of a consumer to take action.This is important when considering attribution tracking and mails impact throughout the buyer journey.While over half of consumers will use the promo/offer code listed on the mail piece,consumers are more likely to Google the company name and a promo/offer code than

33、 they are to use the link provided,scan the QR code,or mail the business reply envelope.How likely are you to take each of the following actions after receiving a relevant piece of direct mail advertising?Likely(4,5)Neutral(3)Not likely(1,2)56%52%49%39%31%23%18%21%23%29%44%57%26%27%28%32%25%20%Use t

34、he promo/offer code listed on the mail piece during check outUse a link provided to visit the websiteGoogle the company name to visit their websiteScan a QR codeGoogle a promo/offer code to use during checkoutUse the business reply envelope included with the mail pieceLikelihood to Act on Relevant P

35、iece of MailMail is influential sparking diverse consumer behaviors,with notable online engagement.Dont rely on attributable elements only to track mail campaign performance.Do include a strong CTA and online response mechanism to drive action.Consumer Behavior and Direct Mail Influence,continuedCUS

36、TOMER EXPERIENCE AND DIRECT MAIL DESIGN A mail pieces design,copy,offer,and overall presentation will greatly influence consumer impressions.Understanding what best resonates with consumers is the key to crafting direct mail that truly stands out,provides a positive customer experience,and drives re

37、sponse.Use the following insights to design a mail piece that meets both consumer and performance expectations.Attractive deals and incentives capture consumer interest.Relevant products and services show that you understand their needs and preferences.Clear messaging eliminates confusion and ambigu

38、ity.Social proof builds brand trust and credibility.All these elements quickly communicate your value,which is essential for creating a positive impression and boosting the effectiveness of your mailings.Our data also shows the overall presentation and frequency reflects the professionalism and cred

39、ibility of the sender.The contradictory opinion about the frequency of direct mail can be attributed to individual preferences and 1717+83+83GGKEY INSIGHTS83%of women say coupons,discounts,and special offers give the most positive impression.Postcards are the most preferred type of direct mail.10 WH

40、AT CONSUMERS WANT 2023Top 3 elements that give a positive impression of direct mail:Top 3 elements that give a negative impression of direct mail:79%66%55%54%55%40%Coupons,discounts,or special offersLow quality paper or packagingRelevant product or service recommendationsFrequent timingClear and con

41、cise messagesInfrequent timingContinued on page 11 11 WHAT CONSUMERS WANT 2023the context of which they receive mail.Frequent timing may feel intrusive or spammy,while infrequent timing can be easily forgotten or overlooked.Meanwhile,low-quality materials may be perceived as low-quality brand produc

42、ts or services.Now lets talk format.There are certain mail package types that are highly preferred by recipients,and postcards reign supreme.Postcards offer the unique advantage of delivering clear and concise messages in a visually appealing format,while the sans-outer envelope delivers a 100%open

43、rate for brands.Postcards are also more likely to be shared or displayed,creating a lasting impression on consumers.Most Preferred Types of Mail41%78%68%53%71%31%28%16%9%6%Please rank the following types of mail in order of preference to you,using 1 for most preferred,2 for second most preferred,and

44、 so on.Most PreferredTop Three Most PreferredPostcardCatalog/MagazineLetterLarge envelopeFolded multi-panel postcardOffer and packaging have an immediate impact on customer experience and brand credibility.Dont prioritize budget over quality.Do segment your audience to optimize relevance and frequen

45、cy.Consumer Experience and Direct Mail Design,continuedAbout SeQuel ResponseSeQuel Response is a comprehensive direct response marketing agency that drives our clients to exponential growth through data-driven direct mail and digital marketing strategies.Leveraging our proprietary testing methods,in

46、novative data strategies,and deep understanding of direct response channels and best practices,were experts at launching our clients into a new growth channel and reinventing existing programs.About ISGISG is an independently-owned,full-service market research firm offering strategic consulting and

47、research capabilities to serve clients across a wide variety of industries.The key takeaway is clear:Direct mail remains an influential and appreciated marketing channel that can guide consumers along their purchasing journey,spark engagement,and foster impactful brand impressions.With these valuable insights,practical tips,and actionable strategies,you can continue to deliver mailbox magic in our device-driven world.Looking for more?Download our full 2023 Direct Mail Marketing Benchmark Report at in Every M 1-866-838-85517480 Flying Cloud Drive,Suite 200 Eden Prairie,MN START OVER