DIRECT MAIL JUST LEAVES YOU COLD, DOESN’T IT?
Whilst response to DM is typically measured by single actions, research suggests that, on average, a useful or interesting mailing will trigger an average of 4.7 further actions; giving a mailing a lasting, powerful effect. More remarkably still, a mail respondent who then posts a positive message on social media is likely to have made a total of 9 separate actions. So, to create powerful, emotional, lasting impact, go direct.
Respondents to a mailing might:
- Discuss the content with family and friends
- Consider taking action in future
- Check the brand website
- Go to a shop or post a comment online.
The best mailings might trigger 9 actions in total.
Still don’t think that Direct Mail can truly emotionally engage and involve?
No worries. find out how consumers are influenced and react when they receive direct mail, download the incredibly insightful Royal Mail MarketReach reports here.