13 Statistics That Show People Love Direct Mail

When you walk to the mailbox, do you feel excited to see what’s inside? The data reveals that people of all ages and from all walks of life still love receiving mail!

We’ve compiled the research from a variety of sources that show exactly what the majority opinion is on direct mail. Keep reading to discover what everyone is saying…

There are so many different ways to communicate today, and businesses are always looking for the right avenue to reach prospects and customers. How will their message land in front of new eyes? Are people more receptive to email, text messages, social media ads, or mail?

The reality is that even in today’s high-tech world, people still appreciate receiving a good, old-fashioned print piece. Whether it’s a letter, brochure, or a postcard, people like touching, smelling, and interacting with a paper advertisement.

In previous articles, we covered the science behind direct mail’s effectiveness. But in this article, we’ll focus on the popular opinions on mail in a more general sense. Do they like it, hate it, or are they indifferent?

Here’s what we found…

  • Compared to brand email messages, consumers believe direct mail to be 11% more personal, 17% more likely to catch their attention, and 17% more trustworthy. RRD (2023)
  • Consumers consider these the top 4 benefits of receiving physical mail: 1) having a physical copy of information; 2) I can save a hard copy and refer back to it; 3) I don’t have to be on my phone or computer to read it; and 4) It’s easier to remember than email. RRD (2023)
  • Consumers are looking at mail longer. Pre-lockdown times were at 13 minutes and 48 seconds during the weekday, and 25 minutes and 12 seconds on the weekend; post-lockdown times were at 14 minutes and 24 seconds during the week and 32 minutes and 24 seconds during the weekend. MarketReach (2021)
  • 87% of people consider mail to be believable compared to 48% for email. MarketReach (2020)
  • 70% of people said mail, rather than email, gave them a better impression of the company that sent it. MarketReach (2020)
  • 70% of consumers say mail makes them feel valued as a customer. MarketReach (2020)
  • 70% of consumers prefer traditional mail for cold, unsolicited offers. The Data & Marketing Association (2018)
  • 54% of consumers surveyed said they want to receive mail from brands they’re interested in. Marketing Sherpa (2017)
  • A study called “The Private Life of Mail” revealed that 60% of people reported that direct mail had a more lasting mental impression on them. MarketReach (2015)
  • In the same study, 57% also said that postcard marketing makes them feel more valued and creates a more authentic relationship. MarketReach (2015)
  • 60% of consumers said direct mail makes more of an impression than any screen-based advertisement. MarketReach (2015)
  • 4 out of every 10 Americans look forward to checking their mail every day. Gallup (2015)
  • Direct mail can generate positive emotional responses from recipients. 66% of audiences reported it was the right way of informing, and 48% understood what was relevant to them and what was not. MarketReach (2015)

If you liked reading this entry, check out this larger article that includes 82 direct mail statistics about many more topics!

FREE DOWNLOAD: Direct Mail Checklist: Get it Right Before You Mail


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