It’s always “digital this,” “digital that,” but have you ever thought about how congested the digital ad space is now? Consumers are constantly bombarded with digital ads to the point where they know how to tune those ads out. But direct mail programs are almost never ignored by purchase-​ready consumers.

Direct Mail is Set for Success

These Ads Work

According to a report from SeQuel Response, 72% of consumers in the U.S. engage with mail each week. That’s 3% more than in 2023. And nearly 33% say that they engage with it every single day.

Plus, according to a previous SalesFuel blog, based on data from Vericast, you’ll never guess who mail’s biggest fan is. It’s Gen Z. 78% of Gen Zers at least look at, if not completely read, ads they receive in the mail.

Not only do consumers engage with direct mail regularly, they enjoy doing so. It’s one of the most enjoyable types of ads out there, second only to TV ads. In fact, the SalesFuel blog points out that mail is a part of many consumers’ daily routines:

• “54% of consumers read the mail they receive as part of their daily rituals
• 49% of consumers say that direct mail is a part of their shopping routine
• 56% use direct mail to plan out their weekly grocery shopping trips”

And 51% of consumers collect direct mail ads they find interesting. 36% even have a specific place in their home for these ads.

Why They Work

Why are direct mail programs so popular among consumers? Because they’re:

• Something to look forward to when advertisers deliver them on a planned frequency: 49% of consumers agree
• Fun to read: 54%
• Relaxing and pleasurable to look through: 54%
• An ad type that’s used by more genuine brands: 47%
• More personal than digital ads: 54%

They’re Also Cost-Effective

Not only are direct mail programs super effective, they’re also cost-​effective. SeQuel says that mail ads have significantly lower cost per acquisition (66% of marketers spend less than $150 per acquisition).

For tips on how to make direct mail even more cost-​effective, check out this SalesFuel blog post.

And Easy to Integrate with Digital

Now, digital ads are popular for a reason, they do get results. And another perk of direct mail programs is that they’re easy to integrate with your client’s digital efforts. 90% of marketers say that integrating direct mail with digital positively impacts campaign performance.

The most popular digital direct response channels for integrating with mail ads include:

• Email: 76% of marketers plan to integrate direct mail with this channel
• Digital Video: 49%
• SMS/​MMS: 42%
• Paid Social: 41%
• Display: 36%
• Connected Audio: 29%
• CTV/​OTT: 23%

Of course, there is not a one size fits all campaign for every brand. You should integrate your client’s direct mail programs with the digital ads that influence their target audience the most. You can find out what those digital channels are on AudienceSCAN on AdMall by SalesFuel.

One of the easiest ways to integrate mail ads with digital is to add QR codes to the mail ad. QR codes are interactive, curiosity-​piquing and easier to follow up with than printed URLs. Overall, 23% of consumers have scanned a QR code on a mail ad within the last year.

But for now, URLs are more popular than QR codes, so don’t neglect to add them. 42% of consumers visit the URL on a mail ad, according to SeQuel.

It’s time to get printing! Don’t let your client push aside direct mail programs’ potential just because of false notions that it’s an old-​fashioned method.

Photo by: Chris Blonk