消费者需求：2024年直邮的注意事项

What Consumers Want:The Dos and Don’tsof Direct Mail2024 INTRODUCTION Table of Contents Mail’s steady performance over the last 12 months proves that, evenas digital channels grow, direct mail remains an essential tool forreaching and converting consumers of all ages. But, as with anymarketing channel, there are clear dos and don’ts that can eitherelevate your campaign or leave it flat. InWhat Consumers Want:The Dos and Don’ts of Direct Mail in 2024, we’ll explore key insightson consumer preferences and engagement with direct mail andhighlight best practices marketers can follow to maximize mail’simpact to drive conversion. Methodology3 Consumer Engagementand Direct Mail4 Consumer Enjoymentand Direct Mail6 Direct Mail’s Influenceand consumer behavier 8 Consumer Experience andDirect Mail Design10 METHODOLOGY To complete our consumer benchmark study, we partnered with research firm ISG to survey 600 consumers of various genders, ages, andincomes across the U.S. Via a custom online questionnaire distributed in April of 2024, ISG gathered insights on consumer sentiment aroundmail’s engagement levels, enjoyment, influence, and overall channel impression. CONSUMER ENGAGEMENTAND DIRECT MAIL7373+27+27GG Advertisement Engagement Frequency of consumersengage with maileach day. 5555+45+45GGof consumers agreemore than 5 piecesof mailin a year istoo much. A standout insight from this year’s survey is theconsistent effectiveness of direct mailas an advertisingmedium, with72% of respondents engaging withdirect mail each week(up 3 percentage points from2023’s survey). This level of engagement highlightsmail’s continued relevance, especially among youngeraudiences. Interestingly, we found that35% ofconsumers aged 25-44 are engaging with direct maileach day(up 13 percentage points from 2023), thehighest engagement among consumer groups. Thissuggests that younger consumers are still responsiveto direct mail advertising, particularly when it includespersonalized or relevant content that resonates withtheir needs. Printed media ads(magazines, newspapers) When you take a closer look at the channels consumersare not engaging with, 30% or more do not interact withsponsored influencer content or text messaging, while20% or more do not engage with sponsored social media, Consumer Engagement and Direct Mail, continued paid online search, or printed media ads (magazines/newspapers).Only 12%of consumers do not engage with direct mail, the second lowest non-engagedchannel behind television or video streaming (9%). Do target younger audienceswith direct mail, as they aremore likely to engage thanpreviously assumed. While67% of consumers agree that direct mail is not an overwhelming formof advertising, all survey respondents did indicate feeling overwhelmed by thevolume of nearly every type of channel. Don’t ignore the importance of balancingfrequency with content quality. Sendingtoo much mail can erode trust and causedisengagement. Among all consumers, the top three mostoverwhelming marketing channels are: •Email marketing ads(27%)•Sponsored social media content ads(25%)•Ads through television or videostreaming services(23%) Number of Mail Pieces That are“Too Many” To Receive in a Year Among all consumers, the top three leastoverwhelming marketing channels are: •Ads on billboards or event signage(8%)•Printed media ads (magazines/newspapers)(9%)•Radio or digital audio(12%) Focusing on quality over quantity will significantly enhance consumerengagement. Build your program cadence with the customer journey in mind,ensuring each piece adds value without inundating your audience. Most Enjoyable Types of Ads (Top 3 Types) CONSUMER ENJOYMENTAND DIRECT MAIL66.766.7GG ofmen“very muchenjoy”receiving directmailadvertising. 7171+29+29GGof consumersaged25-44enjoy thephysical action ofopening mail. When asked to rank their most enjoyable types ofadvertisement, consumers ranked direct mail asthesecond most enjoyable format, following TV/videostreaming ads, with 65% of respondents saying theyenjoy receiving it. This is especially true for those aged25-44, who indicated that they appreciate direct mail’sphysical nature. Text messaging, paid online search/banner ads, email, and sponsored influencer ads are theleast likely to be included on a consumer’s top three list. Direct mail has a longer shelf life than many digitalchannels.The ability to keep an interesting piece of mailfor later reference continues to be the most appealingaspect of direct mail. Learning about new brands,products, or services through the channel jumped fromthird last year to the second most enjoyable/appealingthing about mail in 2024. Coming in at number threeis that mail feels less intrusive than other types ofadvertising. Consumer Enjoyment and Direct Mail, continued Similar to last year’s results, the top reasons for disliking direct mail relate toits abundance and irrelevance, and perceived sustainability. Women are moreworried about the envi