Direct Mail Is Still Impactful

Bob Sillick, senior researcher, report writer and content manager

I wrote in Media Group Online’s July 2023 New Media Insights Report that “according to the US Postal Service, a direct mail campaign distributed to as many as 5,000 households can cost as much as $7,400. Despite these increasing costs, The survey of 2,000 consumers for the 2023 State of Direct Mail report from Lob and Comperemedia revealed “64% of consumers say direct mail has inspired them to take action.”

Top Five Actions Consumers Take from Direct Mail, 2023

Lob and Comperemedia, August 2023

Although many may consider direct mail an old and even outdated advertising medium, the findings from the report show consumers still value receiving direct mail. For example, 65% said they noticed an offer or promotion and 60% said they already had an interest in a brand, product or service in direct mail pieces. Almost 70% said the personalization of the message and images in direct mail is very important and drives more engagement.

A slight majority of surveyed consumers said they share the direct mail they receive: 11% often and 40% sometimes. What consumers do with the direct mail they receive is also revealing.

• 71% read it the same day but 78% of adults 55+.
• 58% keep direct mail for less than two days but less than 25% of adults 18–24.
• 49% read direct mail pieces immediately and 44% save them to read later.

Approximately 40% to 50% of respondents preferred direct mail that is catalogs or magazines with slightly fewer preferring brochures and 39% were more likely to read them. These results can be challenging for local advertisers since catalogs and magazines are the costliest forms of direct mail.

The good news for local businesses is that more than half of all three age groups in the survey preferred to receive direct mail from local businesses: 18–34 51%, 35–54 54% and 55+ 66%.