The Direct Mail Elements That Spur Action

Marketing Strategy — Wed., Sep. 18, 2024

Researchers surveyed 2,000 adults in the US to find out which elements in direct mail are most likely to prompt action and what types of images are most appealing.

An offer/promotion and existing interest in the brand are key factors in motivating action. Older consumers are more likely to respond to offers/promotions.

Images of previously purchased items/services/brands and local events/locations are most appealing. Common actions taken after receiving mail include visiting the brand's website and searching online.

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