Is Direct Mail Perfect for Premium Marketing?

“With the inundation of digital marketing, recipients are overlooking the common and finding interest in uncommon practices like direct mail.”

That was just one of the things said about direct mail in Marketing Brew’s 2022 survey on marketing trends. And recent research agrees: consumers are more likely to respond to direct mail marketing than email marketing.

A new survey, carried out by Opinium for Quadient, found that 62% of UK consumers are more likely to open a letter than an email.

And direct mail comes with connotations of premium quality and importance. 71% of the UK public cite privacy, security and the implied importance of post as reasons why they are more likely to open and read a letter than an email.

Bruce Thomsom, managing director at Bakergoodchild, told Printweek: “Historically, direct mail does well in a recession.

“DM gives a direct one-to-one approach to target new business, without every competitor being ‘on the desk’ or going ‘through the letterbox’ at the same time.”