There are lots of reasons to use direct mail, and you
may have heard many of them. So here are three statistics on the value of
direct mail marketing that you may not have heard.
1. Direct mail
has higher value in persuasion.
According to a recent study by Canada Post and True
Impact Marketing,[1] direct mail
generates a motivation score that is 20% higher than digital media. The study found this score to be even
higher when direct mail creative uses print enhancements (for example, special
coatings, dimensionality, and print-to-mobile technologies).
2. Direct mail is
easier to understand.
A wide variety of studies confirm that information
provided in print is easier for people to understand and process than
information provided in digital form. In the case of the True Impact study,
direct mail was found to require 21% less cognitive effort. That means your
message is absorbed more quickly and effectively.
3. Direct mail
results in higher brand recall.
Not only is information in direct mail easier to
process, but it is more likely to be retained. True Impact found that brand
recall was 70% higher among participants who were exposed to direct mail ads
rather than to digital ones.
Need more reasons to love direct mail? Just ask!
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