What elements in direct mail are most likely to encourage people to take action? What types of images in direct mail do people find most appealing?
To find out, researchers from… praise And Compere Media questioned 2,000 people in the United States aged 18 and older.
Respondents say They are most likely to respond to direct mail if it contains an offer/promotion and they are already interested in the brand/product/service.
Older consumers (ages 55 and over) are particularly likely to say that an offer/promotion in direct mail would encourage them to take action.
Respondents also said that an advertisement is the element most likely to entice them to read direct mail from a brand they are already interested in.
Respondents said the types of images that appeal to them most in direct mail are images of items/services/brands they have previously purchased and images of local events or locations.
The most common actions after receiving direct mail 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 aged 18 and over.