Activate the Customers You Need with Direct Mail in 2024

In a world filled with digital clutter, there’s something special about getting a piece of direct mail.

  • 64% of consumers say direct mail has inspired them to take action, such as visiting a website or heading to a physical store.1
  • 74% of marketers say direct mail delivers the highest response, conversion rate, and ROI of any channel used. 1

What specific actions do consumers take when they respond to direct mail?

40% Investigate a Brand

  • Visit the brand or service website. 1
  • Search for the brand/product/service online. 1
  • Check the brand or service’s social media. 1

33% Research a Brand

  • Look up reviews of the brand/product/service. 1
  • Visit another website looking for the product or service advertised. 1
  • Check out other media to gauge other’s thoughts on the brand/product/service. 1

27% Activate

  • Visit a retail location to check out a product in person. 1
  • Buy a product or sign up for a service. 1

In the past 6 months, more than half (52%) of respondents have tried a new product, service, or establishment after receiving marketing mail.2

  • Restaurants, retail, and health and beauty are the most common new businesses tried. 2
  • Gen Z are most likely to try a new business after receiving marketing mail. 2

How to Get the Most from Your Direct Mail Campaign

Give them a reason. A compelling, relevant offer is key to get recipients to open and read direct mail:

  • 78% will open/read a single offer or promotion.3
  • 77% will open/read multiple offers or promotions.3

Get personal. Personalized direct mail drives higher engagement rates. Mspark’s targeting capabilities  enable you to zero in on your highest-value prospects and target them with postcard messaging specific to their needs and preferences. Learn more about our targeting capabilities.

  • 68% of consumers are more likely to engage with a brand’s message that is personalized to them;2
  • 55% expect mail from brands to be personalized to them in some way.3

Replace Disappearing Newspaper Coverage with More Effective Direct Mail

Industries including grocery, retail (especially Home Depot, Lowe’s, and ACE Hardware), automotive, restaurant, consumer packaged goods, and telecom have historically relied on newspaper TMC advertising to distribute their weekly circulars.

Targeted direct mail is a more efficient and reliable way to engage your target customers as newspaper coverage continues to shrink.

Learn more about Mspark’s targeted mailbox solutions to drive traffic and acquisition. Click “get started” below to connect with a specialist to plan your strategy.

Sources: Porch/LOB 20231; USPS Mail Moments 20232; LOB 2022 State of Direct Mail3