REPORT

Survey: How Do Consumers Respond to Direct Mail in the Digital Age?

Is there a role for direct mail in the digital-dominant lives of today’s consumers?

We studied consumer behaviors and responses to direct mail through extensive surveys, to inform a comprehensive study that not only explores the distinct qualities of direct mail but also builds on the insightful findings from Temple University’s Center for Neural Decision Making.

In today’s world of marketing, where digital strategies take center stage, our consumer research reveals findings that support the critical role direct mail plays in modern campaigns and its seamless integration into today’s digitally dominant marketing landscape.

This report shares why direct mail isn’t a relic, but a deliberate and pleasurable habit for consumers. Mailed print advertisements wield enduring power, influencing consumer perceptions and decisions.

Key findings:

• Direct Mail Engagement Is a Deliberate Habit: See how consumers’ intentional mail rituals make direct mail an integral part of their daily routines.

• People Routinely Spend Time With Direct Mail: Explore how people allocate dedicated time for engaging with direct mail.

• Direct Mail Makes People Feel Good: Understand the positive association direct mail consistently elicits.

• People Trust Direct Mail: Explore why direct mail stands out as a trustworthy medium, instilling confidence and credibility.

• Direct Mail Drives Purchases: Uncover the powerful influence of direct mail on shaping consumer behavior, from creating awareness to driving actual purchases.