Direct Mail Has a Premium Reputation

62% of UK consumers are more likely to open a letter than an email, according to new research.

The survey, carried out by Opinium for Quadient, found that direct mail has a reputation of being a premium product in the minds of consumers.

71% of British consumers cited privacy, security and implied importance as reasons why they would be more open to reading a letter than an email.

Anthony Coo, product head at Quadient, said: “Depending on the reason for contacting customers, companies need to strike the right balance between using letters, or emails and other digital communication channels.”

Other research agrees: direct mail has a good reputation, with 78% of people considering mail related to retail valuable or interesting (Royal Mail MarketReach, 2015) and 86% saying they have connected with a business as a result of direct mail (Royal Mail MarketReach, 2014).

Though digital marketing shines in many areas, the power of direct mail endures. In a fragmented media landscape, the tried-and-true format continues to deliver results.