Undivided Attention: A Key Benefit of Traditional Mail Marketing

Marketing Strategy — Wed., Nov. 22, 2023

A recent WARC and Marketreach report found that 63% of people give traditional mail their undivided attention while looking at it. People spend an average of 150 seconds with business mail, 108 seconds with direct mail, 64 seconds with partially addressed mail, and 46 seconds with door drops.

The JICMAIL study found that business mail and direct mail cost less than social display advertising for a minute of consumer attention. Data was from a study of 1,475 pieces of mail from Marketreach and Blue Yonder and 1,000 mail recipients in the UK.

37% of people typically do something else while looking at their mail. Traditional mail still holds its place as an effective form of communication due to its ability to grab and hold attention.

... continue reading below