1、What Consumers Want:The Dos and Dontsof Direct Mail2024EB OO K 2 WHAT CONSUMERS WANT 2024INTRODUCTIONMails steady performance over the last 12 months proves that,even as digital channels grow,direct mail remains an essential tool for reaching and converting consumers of all ages.But,as with any mark

2、eting channel,there are clear dos and donts that can either elevate your campaign or leave it flat.In What Consumers Want:The Dos and Donts of Direct Mail in 2024,well explore key insights on consumer preferences and engagement with direct mail and highlight best practices marketers can follow to ma

3、ximize mails impact to drive conversion.Table of ContentsMethodology 3Consumer Engagement and Direct Mail 4Consumer Enjoyment and Direct Mail 6Direct Mails Influence and consumer behavier 8Consumer Experience and Direct Mail Design 10LETS GET STARTED.12+12+2121+21+21+4646 3 WHAT CONSUMERS WANT 2024M

4、ETHODOLOGYTo complete our consumer benchmark study,we partnered with research firm ISG to survey 600 consumers of various genders,ages,and incomes across the U.S.Via a custom online questionnaire distributed in April of 2024,ISG gathered insights on consumer sentiment around mails engagement levels,

5、enjoyment,influence,and overall channel impression.Consumer AudienceHousehold IncomeGenderAge Group53+53+4646+1+147%53%46%21%21%12%MaleFemale35-4425-3445-5455+$40K-$59K$60K-$79K$80K-$99K$100K-$149K$150K-$199K$200K-$249K$250K-$299K$300K+4%12%25%34%15%6%1%3%Non-binary1%CONSUMER ENGAGEMENT AND DIRECT M

6、AIL A standout insight from this years survey is the consistent effectiveness of direct mail as an advertising medium,with 72%of respondents engaging with direct mail each week(up 3 percentage points from 2023s survey).This level of engagement highlights mails continued relevance,especially among yo