Yesterday, we discussed the value of direct mail in your marketing mix.  Today, we’re going to continue to share statistics regarding the power of direct mail communication and why it is important to include in your marketing mix.

One-third of respondents in the Print in the Mix study reported that they will take a negative view of a brand that doesn’t use print communication.  Additionally, Direct mail is not just for the ‘older’ generation.  If fact, compared to the 55 and older population surveyed, twice as many 18 to 34 year olds believe that direct mail will never be able to be replaced by digital media.

Furthermore, 18 to 34 years olds not only have a high response rate to direct mail messages, but it’s also shown that the younger generation finds direct mail more trustworthy when compared to email or other digital forms of communication.

The Print in the Mix study also showed that direct mail has a higher response rate than email marketing can offer.  This may be because fewer people are willing to open emails — as their inboxes are constantly filling higher and higher — or simply because direct mail comes directly into their home in a tangible form that cannot be easily ignored.

Finally, the study found that over half of the respondents say direct mail is useful or vital to their purchasing decisions.  Direct mail offers results for marketers and serves as a valuable information tool for consumers.

Timothy Freeman
President
Print & Graphic Communications Association