The Direct Mail Elements That Spur Action

 Which elements in direct mail pieces are most likely to spur people to take action? What types of images in direct mailings do people find most appealing?

To find out, researchers at Lob and Compere Media surveyed 2,000 people in the United States age 18 and older.

Respondents say they're most likely to take action from a piece of direct mail if it contains an offer/promotion and if they're already interested in the brand/product/service.

Older consumers (age 55+) are especially likely to say that an offer/promotion in a piece of direct mail would spur them to take action.

Respondents also say a promotion is the element most likely to get them to read a piece of direct mail from a brand they're already interested in.

Respondents say the types of images they find most appealing in direct mail pieces are images of items/services/brands they have previously purchased and images of local events or locations.

The most common actions taken after receiving a direct mailing are visiting the brand website and searching for the brand/product/service online.

About the research: The report was based on data from a survey of 2,000 people in the United States age 18 and older.

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Direct Mail Marketing Trends

 Almost two-thirds (65%) of marketers who run direct mail campaigns say the performance of such campaigns has improved over the last 12 months, according to recent research from SeQuel Response.

The report was based on data from a survey conducted in 2022 among 158 marketing strategy leaders.

Most marketers say their direct mail campaigns are very or moderately successful across formats, including self-mailers, postcards, letters, and catalogs.

Marketers say they are using a range of methods to measure the success of their direct mail campaigns, including multitouch attribution models (58% say they use), business reply envelopes (57%), and toll-free numbers/vanity URLs (57%).

The most common data sources for mailing lists are demographic selections (72% of marketers say they use to build lists) and first-party sources (68%).

Some 78% of marketers say they are worried about how increased data security regulations will affect their future direct mail campaigns, and 74% are worried about rising paper costs.

About the research: The report was based on data from a survey conducted in 2022 among 158 marketing strategy leaders.

Published on November 9, 2022

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