What Types Of Direct Mail Images Are Most Appealing?
Direct mail remains a strong engagement tool, with more than two-thirds of U.S. adults aged 18-54 reporting they are likely to engage with direct mail from brands they already have a relationship with. It is particularly effective among older consumers unfamiliar with a brand—59% of those aged 55+ prefer direct mail from unknown brands over email, social media messages, or text messages. Even among younger age groups, direct mail is a preferred communication channel, ranking second to email for those aged 18-34.
One of direct mail’s advantages over digital communication is its lower likelihood of overwhelming consumers. While 46% of respondents feel they receive too many emails, only 23% feel the same about direct mail. Most respondents (60%) believe they receive the right amount of direct mail, making it a less intrusive marketing channel. Additionally, direct mail is not just for engagement—60% of respondents say it has inspired them to take action, with 27% making a purchase or signing up for a service.
Offers and promotions are the most significant drivers of direct mail engagement, with 65% of respondents indicating that a compelling offer would encourage them to act. Design also plays a role, as 30% of consumers are more likely to respond to visually appealing mail with eye-catching colors and imagery. Familiarity is another key factor, with 38% of respondents favoring images of brands or products they have previously purchased, while 36% are drawn to local event imagery and 34% to food-related visuals.
Additional insights from the study highlight the growing integration of QR codes, with 41% of consumers willing to scan them for further action, increasing to 51% among those aged 18-34. Local businesses, brick-and-mortar retailers, healthcare providers, and financial services are the most preferred sources of direct mail. Consumers are also more likely to read catalog or magazine-style formats from brands they already know, reinforcing the importance of familiarity in direct mail marketing.
Key Actionable Takeaways:
Leverage Existing Customer Relationships – Direct mail is highly effective with existing customers, so prioritize retention campaigns alongside acquisition efforts.
Use Direct Mail for Brand Awareness – Older consumers prefer direct mail from unfamiliar brands, making it a valuable tool for introducing your business to new audiences.
Avoid Over-Saturation – Unlike email, direct mail is less likely to be perceived as excessive. Maintain a reasonable mailing frequency to keep engagement high.
Incorporate Strong Offers and Promotions – Discounts and special deals are the top motivators for consumer action, so prominently feature them in direct mail campaigns.
Enhance Visual Appeal – Use eye-catching colors and images, particularly those featuring past purchases, local events, or food, to make direct mail more engaging.
Integrate QR Codes for Digital Engagement – With over 40% of recipients willing to scan QR codes, use them to bridge offline and online experiences.
Target Local Audiences – Consumers prefer direct mail from local businesses, so highlight local elements in messaging and imagery.
Optimize Catalog & Magazine Formats – Consumers engage more with longer-format direct mail from brands they recognize, making catalogs a valuable marketing tool.
Focus on Personalization – Including familiar imagery and personalized messaging can increase the likelihood of consumer response.
Diversify Marketing Channels – While direct mail is effective, combining it with email, social media, and digital ads ensures a multi-channel approach that maximizes engagement.
