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The Latest Consumer Research on Direct Mail:

Direct Mail
Inspires:

  • People have a mail routine/ritual and they enjoy their mail.

Gets noticed:

  • Mail is memorable, it is enjoyed and valued, elicits positive emotional responses.

Persists:

  • Mail stays around - it is kept (menus in drawers), displayed (catalogues in living room, coupons on side of fridge), and shared

Persuades:

  • Mail is memorable, it is enjoyed and valued
  • Mail elicits positive emotional responses

Source: Canada Post, “Breaking Through the Noise,” 2015

The average consumer’s attention span is 8 seconds.

In 2000, it was 12 seconds. To put this in context, the average attention span of a goldfish is 9 seconds.
Source: Statistic Brain Research Institute, “Attention Span Statistics,” April 2, 2015

QUICK Stats…

Direct Mail Gets Noticed

  • 85% of consumer’s will open mail if it looks interesting

Source: Canada Post / TNS, “Consumers and Direct Mail,” October 2013

  • Consumers are more likely to notice and read direct mail (53%) than email (26%)

Source: Canada Post / Phase 5, “Mail Management: A Human Factors Based Approach,” 2015

Consumers Keep and Display Mail:

How long are items kept in the home?

  • 46% will keep flyers from grocery stores for about a week
  • 41% will keep flyers from other retailers for a few days
  • 53% will keep coupons for fast-food for about a month or longer
  • 38% will keep coupons for other products/services for about a month or longer
  • 35% will keep catalogues at home for about a month or longer
  • 49% will keep restaurant menus for about a month or longer
  • 26% will keep promotional mail/marketing materials at home for a few days

Source: Canada Post / Phase 5, “Mail Management: A Human Factors Based Approach,” 2015

Direct Mail Persuades:

  • 50% of consumers have purchased a product in-store over the past six months as a result of a direct mail ad

Source: Canada Post / Harris Decima, “Direct Mail Omnibus,” 2014