State of Direct Mail: Consumer Insights

Our 2022 survey of 2,100+ US consumers age 18+ to understand their usage of, attitudes toward, and preferences around direct mail.

Lob and Comperemedia partnered to bring you this State of Direct Mail Consumer Insights Report, where we interviewed 2,100+ US consumers age 18+ to understand their usage of, attitudes toward and preferences around direct mail. These insights are invaluable for marketers looking to break through the digital marketing noise and engage prospects and customers with intelligent, ROI-driven direct mail.

Here is a sneak peek at some of the key findings & actionable insights

Download the report to get all the key findings and actionable insights in this groundbreaking report.

Compared to low digital open rates, 72% of consumers read direct mail immediately or the same day they receive it

With the majority of consumers opening direct mail immediately, industry leaders are investing in triggered, omnichannel campaigns based on mail delivery date. Coordinate emails to go out the day after the direct mail arrives or an email to look out for a promotion that’s on the way.

62% of consumers reported having taken action after reading a direct mail piece

Because consumers most often visit a brand website after receiving a direct mail piece, ensure every touchpoint in your campaign has consistent visuals and message match to create an engaging customer experience optimized for conversion.

51% of consumers sometimes or often share direct mail with friends and family

30% of consumers say they would be inspired to take action on a direct mail piece if someone they knew had recently purchased from the brand and recommended them. Leverage the shareability and virality of direct mail by including additional promo codes or offers to share.

About Comperemedia

Comperemedia is an industry-leading competitive marketing intelligence agency serving the United States and Canada. A Mintel Company, Comperemedia provides solutions for decision-makers in the marketing industry with world-class marketing intelligence technology, expert insights and custom consulting services. Visit comperemedia.com for more information.