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, 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. Relying only on digital marketing can be costly. Recently, the co-president of Nordstrom cited one reason for lower sales was a shift away from the practice of sending paper notes to customers, “but later discovered that a segment of our customer base relies on receiving these notes by mail. As a result, we saw a reduction in traffic across Full-Price and Off Price.” Click here to see The Seattle Times original story.
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.
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