Turns out, it’s easier to get your goldfish’s attention than to get the time of day from the average Canadian consumer. Recently, Canada Post commissioned a major study exploring whether direct mail resonates with today’s consumers.
Spoiler Alert: It does.
Here are some of the study’s results.
What this tells us is that marketers who rely solely on email to communicate aren’t being as impactful as they could be and campaigns that ignore direct mail, do so at their peril.
As you plan your next campaign here are some more things to consider to further make the case for a strong direct mail component.
- Direct mail is meaningful.
57% of study participants say they are more likely to feel valued when brands contact them through mail than email.
- Direct mail gets noticed.
70% of Canadians are curious to find out what’s in their mailbox. When was the last time you felt that positive when opening your morning’s email?
- Direct mail persists.
32% have passed a direct mail ad along to someone else. Compare this to 26% for email ads, and 22% for social media promotions.
- Direct mail drives traffic.
64% have visited a website in reaction to direct mail.
- Direct mail persuades
50% have purchased a product in-store over the past six months as a result of a direct mail ad.
This is just the tip of the iceberg. The easy-to-scan report is a great resource to help you break through the noise.
Download it here or give me a call if you’d like me to send you a print copy.
President / Business Development
Toll free 1-888.261.2584 ext.301