Direct mail feels novel for digital natives
Our data suggests digital natives — those familiar with computers and the internet from an early age — find physical brand communications to be more compelling and novel.
For example, more than four in 10 consumers are more excited about direct mail now than they were a year ago and this percentage is even higher among younger generations (63% of Gen Z and 62% of Millennials).
Consumers believe direct mail to be more personal (+11%), more likely to catch their attention (+17%), and more trustworthy (+17%), in comparison to email brand messages.
More likely to catch your attention
Marketers also value direct marketing as a core component of their strategy. Nearly three-quarters (73%) report direct mail has either kept the same level of importance or increased in importance in the last year.
of marketers say direct mail has increased in importance
of marketers say direct mail's importance has stayed the same
Additionally, a vast majority of marketers (85%) are adjusting their digital marketing strategy due to data privacy concerns — of those, three out of four (76%) have opted to reallocate budget to direct mail.
Marketers: Have recent consumer data privacy concerns (e.g., the demise of third-party cookies) influenced your digital marketing strategy?
As a response to consumer data privacy concerns, have you reallocated any digital marketing budget into direct mail?