Physical, direct mail messages have been statistically shown to leave a “Deeper Footprint” or a stronger and more lasting impression on a consumer’s brain compared to other forms of marketing such as digital media, according to a Forbes.com article “Direct Mail: Alive & Kicking.”  The study suggests that it is because of direct mail’s ability to be held in the person’s hand and requires the use of more of their senses that it is becomes a more memorable form of communication.

It may not be surprising that direct mail is a more memorable form of communication because of its ability to break through the clutter, but in addition to reaching an older skewing audience, it also had the same powerful results regarding the message leaving a lasting impression and effectively reaches the 20 to 34 year old audience as well.

In the study, the younger audience revealed that they actually prefer receiving direct mail communication over digital communication in order to learn more about a product or service.  In addition, a DMA study reported that over 60 percent of people prefer receiving deals and product discounts via direct mail over any other form of communication method.

Finally, direct mail brings results.  According to a Target Market Study, direct mail ranked the highest in customer retention rates in B2C markets and the highest in customer acquisition in B2B markets.

Timothy Freeman

President

Print & Graphic Communications Association