Think direct mail is a thing of the past? Think again. Despite the surge in digital marketing, direct mail postcards remain one of the most effective ways to engage (and re engage) your target audience. Its tactile nature makes it hard to ignore, and the data proves that people aren’t just receiving and opening your mail—they’re actually spending time with it — and remembering it.
People Open Their Mail—Fast
One of the key advantages of direct mail over digital ads is its immediacy. According to recent studies, 71% of people read their direct mail the same day it’s delivered with a total open rate of 80-90%. Compare that to email, where open rates typically hover around 20-30%.
Why is that? Unlike emails or social media ads that can be deleted, ignored, or scrolled past in less than a second, physical mail demands attention. People are naturally curious when sorting through their mail, and the tangible nature of a postcard means it’s much more likely to be handled, read, and remembered.
Not Just Read, But Remembered & Kept
Direct mail engagement doesn’t end with a quick glance. It leaves a lasting impression. Studies show that direct mail is 49% more memorable and 33% more engaging than email marketing. The hands-on experience of physically handling a postcard sparks a deeper connection that digital formats struggle to replicate.
Even more impressively, 36% of recipients save direct mail in a specific spot for future reference, and the average piece of direct mail remains in the home for 17 days. This extended presence gives your message far more staying power than a brief social media ad. So, when your potential customer needs a new pizzeria to try or a landscaper to fix their yard, they won’t waste time scrolling through old social media posts—they’ll simply reach for your direct mail postcard right where they saved it.
Direct Mail Stands Out
In today’s world of digital overload, direct mail shines because it’s tangible – it’s different. The average household receives only two pieces of direct mail daily, compared to 157 emails. With far less competition in your mailbox, your postcard is more likely to stand out and be appreciated, instead of getting lost in a sea of emails. Direct mail doesn’t suffer from the same ad fatigue as digital channels, making it a breath of fresh air for consumers.
People Still Get Excited About Mail
Surprisingly, people still look forward to checking their mail. In fact, 72% of consumers say they’d be disappointed if they stopped receiving physical mail. This anticipation translates into engagement, with postcards breaking through the noise of digital clutter and offering a personal touch that feels more novel and intimate.
This is particularly true for younger generations like Gen Z, who grew up in a digital-first world. For them, physical mail offers a unique and special experience, standing out from the constant barrage of digital ads.
Direct Mail Keeps Attention Longer
When it comes to time spent, direct mail outshines digital formats. People spend 108% more time reading direct mail compared to digital ads. Americans even dedicate upwards of 30 minutes reviewing their mail in one sitting, compared to the few seconds it takes to scroll past an online ad. With direct mail, your message gets the attention it deserves.
Direct Mail is Personal & Builds Trust
Trust in advertising is crucial, and direct mail holds an edge here too. 82% of Millennials see print ads as more trustworthy than digital ones, and 75% say receiving personal mail makes them feel valued. This personal touch is especially appealing to Gen Z, who appreciate the uniqueness of receiving physical mail—something they don’t encounter often in their online-centric world.
Direct Mail Drives Action
But it’s not just about being seen. Direct mail drives real action. 44% of consumers visit a brand’s website after receiving a piece of direct mail, proving that direct mail can effectively influence consumer behavior. Whether it’s visiting a website, calling a number, or scanning a QR code, postcards are powerful prompts for action.
Direct Mail Is Easier to Process
Interestingly, it takes 21% less cognitive effort to process direct mail than digital ads, meaning your message is not only easier to digest but also more likely to be remembered. In fact, consumers are 70% more likely to recall a brand name from a direct mail piece compared to a digital ad.
Personalization Boosts Engagement
One of the most effective ways to enhance direct mail is through personalization. 84% of consumers are more likely to open and engage with direct mail if it’s personalized. Combine personalization with targeted database information, and response rates can skyrocket by up to 500%.
Direct Mail Complements Digital Marketing
Here’s the real kicker—direct mail doesn’t just work alone. It can amplify your digital marketing efforts. According to a 2020 study, people spend 30% longer looking at social media ads after being primed by a piece of direct mail. This makes direct mail a powerful tool in reinforcing your broader marketing strategy.
All in All, More Eyes on Your Mail Means More Impact
Direct mail is far from dead. Whether it’s opened the same day it arrives, read more thoroughly, or remembered for weeks, postcards leave a lasting impression. And with solid data to back it up, there’s never been a better time to add direct mail to your marketing arsenal. So go ahead—send that postcard. It’s going to be read, remembered, and acted upon.
