Further to the good news outlined in the Bellwether for the DM sector, a key finding from the latest Direct Mail Consumer Insights Report shows that direct mailers are spot on when it comes to the amount of mail they send.
Consumers today are inundated with brand messages across various channels. Recent research shows the average person is exposed to between 4,000 and 10,000 ads daily! Amid this noise, direct mail holds a unique advantage: it cuts through the clutter without overwhelming recipients.
The report reveals that 60% of consumers find the frequency of direct mail communications “just right.” Compared to email, digital, and phone marketing, direct mail strikes a balance that resonates well with audiences. It arrives at a considerate pace, respecting the recipient’s time and attention. This well-timed delivery maintains brand relevance without causing fatigue, leading to stronger engagement and more positive relationships with customers. Direct mail enables brands to stay top of mind while fostering trust and loyalty over the long term.
Equally crucial to this balance is data hygiene. Clean, accurate data ensures that each piece of mail is both relevant and timely, reducing the risk of sending unwanted or mistargeted messages that could damage customer trust.
By investing in data hygiene, brands not only optimise the frequency of their mail but also improve its effectiveness, ultimately leading to more meaningful connections and higher returns on investment.
For more insights, visit the full report at https://go.lob.com/2024-Q3-2024StateofDirectMailConsumerIsightsReport-UC_PDFAsset.html
