Which elements in direct mail pieces are most likely to spur people to take action? What types of images in direct mailings do people find most appealing?
To find out, researchers at Lob and Compere Media surveyed 2,000 people in the United States age 18 and older.
Respondents say they're most likely to take action from a piece of direct mail if it contains an offer/promotion and if they're already interested in the brand/product/service.
Older consumers (age 55+) are especially likely to say that an offer/promotion in a piece of direct mail would spur them to take action.
Respondents also say a promotion is the element most likely to get them to read a piece of direct mail from a brand they're already interested in.
Respondents say the types of images they find most appealing in direct mail pieces are images of items/services/brands they have previously purchased and images of local events or locations.
The most common actions taken after receiving a direct mailing are visiting the brand website and searching for the brand/product/service online.
About the research: The report was based on data from a survey of 2,000 people in the United States age 18 and older.
