Macro trend: 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