2023年直邮报告（英）-37页_2mb

The 2023 State of Direct Mail Consumer Insights report highlights that direct mail is highly effective for consumer engagement and action. Key findings include:

• Widespread Usage: 64% of consumers say direct mail inspires actions like purchasing or visiting websites/stores.
• Offers Drive Engagement: 65% of consumers note promotions catch their attention, emphasizing the need for compelling offers.
• Personalization Expected: 68% prefer personalized direct mail, while 51% expect it.
• Sharing Behavior: 80% share direct mail, especially coupons, potentially expanding reach.
• Appropriate Frequency: 62% receive the right amount, with a 28% decrease in dissatisfaction due to targeted segmentation.
• Sustainability Matters: 54% favor brands prioritizing sustainable mail.
• Format Preferences: Catalogs and brochures are favored, with letters and personalization expected by 64%.
• Demographic Insights: Younger audiences (18-34) value personalization and digital integration more, while older groups (55+) act quickly on mail.

Actionable Insights:

• Implement personalization based on user data to boost engagement.
• Use AI tools to test offer copy variants for higher response rates.
• Incorporate QR codes and shareable elements to enhance sharing.
• Practice sustainable practices to align with consumer values.
• Segment audiences and use targeted formats to optimize frequency satisfaction.

Direct mail remains a valuable channel, especially as digital fatigue increases, offering businesses a way to build strong relationships and drive ROI. Join platforms like Lob to leverage automated, intelligent direct mail campaigns.