What Makes Direct Mail More Powerful Than Other Mediums?

Statistics show that direct mail is more effective at reaching and influencing consumers than any other form of marketing, including email and social media. According to statistics from the United States Postal Service, a massive 82% of millennials consider physical advertisements trustworthy, while a 2018 study by the DMA revealed that direct mail has the highest response rate of any marketing channel – including email, paid search and social media.

But what is it that makes consumers so influenced by direct mail?

The Psychology of Direct Mail

According to the Canada Post, it takes consumers 21% less cognitive thinking time to process direct mail as opposed to digital counterparts. Direct mail is straightforward, and its tangibility leaves a long-lasting impression on the brain. 

Because direct mail is less common, it is more likely to stand out. Email marketing is common, and many modern consumers are used to ignoring online advertisements and marketing. Direct mail, in comparison, has far higher open rates – with Gitnux citing an open rate of 85% for direct mail, compared to 16.97% for email.

In comparison with other marketing channels, direct mail emerges as a competitive and powerful candidate. While digital marketing channels certainly have their place, the unique benefits of direct mail make it a valuable addition to any marketing strategy. Its ability to cut through the digital clutter, engage customers on a personal level, and deliver measurable results make it a highly effective marketing channel worth considering.