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New Report Reveals Direct Mail as an Effective Channel for Consumer Engagement and Action

July 20, 2023

Today, Lob, the industry leader in intelligent direct mail for businesses, is pleased to announce the release of the highly anticipated State of Direct Mail Consumer Insights 2023 Report. The report sheds light on the perceptions and behaviors of US consumers aged 18 or older when it comes to direct mail, highlighting the growing influence of intelligent direct mail as a desirable channel for brand discovery, engagement, and action.

In collaboration with Comperemedia, we survyed 2,000 consumers to gain a profound understanding of their usage, preferences, and engagement with direct mail. This comprehensive research offers valuable insights that businesses can leverage to shape their direct mail strategies and boost their response rates, conversions, and return on investment.

The key findings of this groundbreaking report underscore the effectiveness of direct mail in inspiring consumers to take action. 64% of consumers reported that direct mail has motivated them to engage with brands. This statistic alone reinforces the power of direct mail in driving consumer behavior and the continued relevance of this traditional marketing channel.

One of the crucial factors that capture consumer attention within direct mail is the presence of offers or promotions. The report reveals that 65% of consumers acknowledged that an enticing offer or promotion caught their eye and prompted them to take action. This emphasizes the importance of crafting compelling incentives to encourage recipients to open and engage with direct mail communications.

Personalization plays a pivotal role in enhancing consumer engagement with direct mail. The report highlights that 68% of consumers are more likely to interact with a message when it is personalized to their preferences and needs. By tailoring content to individual recipients, businesses can establish stronger connections and drive higher response rates.

Additionally 80% of consumers share direct mail with their friends and family making it more viral than you may think. This aspect presents an opportunity for businesses to leverage the organic distribution of their direct mail materials and enhance brand awareness among a broader audience.

Contrary to common misconceptions, the report indicates that nearly two-thirds of consumers believe they receive the appropriate amount of direct mail. Dissatisfaction with the frequency of direct mail is limited to less than one in five recipients. These findings emphasize the importance of maintaining a balanced and well-targeted direct mail strategy, which resonates with the majority of consumers.

In today's environmentally conscious society, sustainability is a key consideration for consumers. The report reveals that 54% of consumers are more likely to make a purchase from a brand that prioritizes sustainability. This insight highlights an opportunity for businesses to showcase their commitment to eco-friendly practices within their direct mail campaigns, thus increasing brand affinity and driving consumer loyalty.

The State of Direct Mail Consumer Insights 2023 Report is an invaluable resource for businesses seeking to gain a competitive edge in the direct mail market. By leveraging the findings within this report, companies can fine-tune their direct mail strategies and harness the power of this channel to drive increased response, conversions, and return on investment.

For more information and to access the full State of Direct Mail Consumer Insights 2023 Report, please visit Lob; additionally, you can listen to the on-demand webinar or contact kim.courvoisier@lob.com