Lob：2023年直郵報告 介紹The State of Direct Mail Consumer Insights

2023

TheStateof

DirectMail

Insights

BroughttoyoubyLobandComperemedia

Contents

2

2023TheStateofDirectMailConsumerInsights

01

Introduction

3

02

Methodology

5

03

Executivesummary&actionableinsights

7

04

Howconsumersactondirectmail14

05

Directmailformatpreferences&industryinsights

24

06

Demographicinsights

32

3

ofconsumerssay

directmailhas

inspiredthemto

takeaction

2023TheStateofDirectMailConsumerInsights

TheStateofDirectMailConsumer

Insights2023providesinvaluableinsights

intotheperceptionsandbehaviorofUS

consumersaged18orolderregarding

directmail.

InpartnershipwithComperemedia,

wesurveyed2,000consumerstogain

acomprehensiveunderstandingoftheir

usage,preferences,andengagement

withdirectmail.Aswithpreviousyears,

thisreportaimstoequipbusinesseswith

currentandactionableinformationto

helpshapeandinformtheirdirectmail

strategy.

Thefindingsofthisgroundbreakingreport

havethepotentialtodriveincreased

response,conversions,andROI,makingit

amust-readforanyonelookingtogaina

competitiveedgeinthedirectmailmarket.

4

5

Lob02Methodology2023TheStateofDirectMailConsumerInsights6

Report

methodology

2000~505

Questions&follow-ups

Respondentsanswered

anonlinesurveywith~50questionsandopen-ended

follow-ups.

USconsumersage18+

Respondentsare

nationallyrepresentativeofage,gender,income,

education,andregion.

Sectors

Amongotherquestions,

respondentswereaskedaseriesofquestionsaround

theirpreferencesand

satisfactionrelatedtodirectmailandwithinfivespecific

sectors:

eCommerce

Retail

Healthcare

FinancialServices

Insurance

03Executivesummary&actionableinsights

2023TheStateofDirectMailConsumerInsights

7

Executive

summary&

actionable

insights

01

64%ofconsumerssay

directmailhasinspired

themtotakeaction

suchasvisitingawebsite

orphysicallocationto

makingapurchase.

04

80%ofconsumers

sharedirectmailwith

theirfriendsandfamily

makingitmoreviral

thanyoumaythink.

02

65%sayanofferor

promotioncaughttheir

attention.Offersarekey

togetrecipientstoopen

andreaddirectmail.

05

Nearlytwo-thirdsof

consumerssaythey

receivetherightamount

ofdirectmail.Lessthan

oneinfivearedissatisfiedwiththeamountofdirect

mailtheyreceive.

03

68%ofconsumersare

morelikelytoengagewithabrand’smessagewhenit’spersonalizedtothem.

06

54%ofconsumersagree

theyaremorelikelyto

purchasefromabrandthat

prioritizessustainability.

03Executivesummary&actionableinsights2023TheStateofDirectMailConsumerInsights8

64%ofconsumerssaythatdirect

mailhasinspiredthemto

includingexploringwebsitesand

reviewsormakingapurchase.

ACTIONABLEINSIGHT

Action-drivendirectmailpiecesare

criticaltoresponseandconversionratesandROI.Includecallstoactionthat

incentivizeendrecipientstotakeaction.

FACT

74%ofmarketerssaiddirect

maildeliversthehighest

response,conversion,and

ROIofanychanneltheyuse.

Base2023n=2,000;Q:Hasanypieceofdirectmaileverinspiredyoutotakesomekindofaction?Actioncanincludesearchingforthebrandonline,visitingabrandwebsite,checkingthebrand’ssocialmedia,lookingupreviewsofthebrand/product,buyingaproduct,orvisitingabrandlocation.(Selectoneresponse.)

KEYFINDING

01

Lob

KEYFINDING

02

03Executivesummary&actionableinsights2023TheStateofDirectMailConsumerInsights

Offersarekeytorecipients

toopenandreaddirectmail.

60%lwasalreadyinterestedinbrand#product/service

30%Thedesianofthepiececapturednvyattention

23b]Thepiece.aspersonalizedtome

9

ACTIONABLEINSIGHT

2023istheyeartotestdirectmailoffercopy.UseAItoolstogeneratemultiplevariationsof

offercopytoprovideavarietyofoffersyoucansendtocohortsofyouraudienceastests.

Base2023n=2,000;18-34n=582,35-54n=696,55+n=722;Q:Imagineyouwerebringinginapieceofdirectmailintoyourresidence.Whichofthefollowingelementsofadirectmailpiecewouldinspireyoutotakeaction?Actioncanincludesearchingforthebrandonline,visitingabrandwebsite,checkingthebrand’ssocialmedia,lookingupreviewsofthebrand/product,buyingaproduct,orvisitingabrandlocation.(Selectallthatapply.)

Lob

KEYFINDING

03

03Executivesummary&actionableinsights2023TheStateofDirectMailConsumerInsights

68%aremorelikelytowitha

message/communicationfrombrandspersonalizedtothem.

Overhalf(55%)ofconsumersexpectdirectmailtobepersonalized

forthem.Imagesthatarepersonalizedtotherecipientstandout,

especiallyfrombusinesseslocatedclosetotherecipientorimages

relatedtopreviouspurchases.

10

ACTIONABLEINSIGHT

Personalizationmeansmorethanusingsomeone’sname.Usethedataandinsightsyouhavetotriggerdirectmailbasedonbehaviorsandinterestsincludingpriorpurchases,websitebrowsing,

lifecyclemilestones,andmore.

Base2023n=2,000;Q:Takeamomenttoconsiderthestatementslistedbelow.Pleasestatetheextenttowhichyouagreeordisagreewitheach.(Selectoneperrow.)/Q:Whichofthefollowingtypesofimagesmakeadirectmailpiecemostappealingtoyou?(Selectallthatapply.)

03Executivesummary&actionableinsights

2023TheStateofDirectMailConsumerInsights

11

KEYFINDING

04

Overhalfofconsumersdirectmail.

80%

ofconsumersshare

directmailwith

familyandfriends,

especiallycoupons

andfreeoffers

FREQUENCYOFSHARINGDIRECTMAIL

11%-Often

21%-Never

29%-Rarely

40%-Sometimes

ACTIONABLEINSIGHT

Encourageconsumerstoshareyourdirectmailoffersandpromotionsbyincluding“oneforyouandoneforafriend,”oruseone,shareonepromocodesorQRcodestoscan.

Base2023n=2,000;Q:Howoftendoyousharedirectmailpiecesorofferswithyourfriendsorfamily?

KEYFINDING

05

03Executivesummary&actionableinsights2023TheStateofDirectMailConsumerInsights

Nearlytwo-thirdsofconsumerssaythey

receivetheofdirectmail.

Lessthanoneinfiveconsumersare

dissatisfiedwiththeamountofdirectmail

theyreceive.

Justoveraquarter(28%)findittoo

frequent—adecreasefrom31%in2022—

potentiallyduetomoretargetingand

segmentationbydirectmailpractitioners.

10%-

28%-

62%-

12

Notfrequentenough

Toofrequent

Theright

amount

ACTIONABLEINSIGHT

Directmailpractitionersshoulduseaudiencedataandintelligencetotargetandsegmentdirectmailpieces,creatingcampaignsthatdelivergreaterconsumerengagementresultinginhigher

responseandconversionratesandsatisfaction.

Base2023n=2,000;Q:Howwouldyoudescribethefrequencyofdirectmailyoureceivefrombrandsoverall?(Selectoneresponse.)/Howsatisfiedareyouwiththeamountofdirectmailyoureceivefrombrands?(Selectoneresponse.)

03Executivesummary&actionableinsights2023TheStateofDirectMailConsumerInsights13

Overhalf(54%)ofconsumersagreethey

aremorelikelytopurchasefromabrandthat

prioritizes

.

reportedtheystilloptto

receiveatleastsomepaper

statementsfrombrands

haveoptedintopaperlessstatementsforeverybrand

thatoffersit

ACTIONABLEINSIGHT

Partnerwithavendorthatprioritizessustainability,whichincludes:

?Usingpost-consumerwastepaperstockcertifiedforsustainableharvestingbytheForestStewardshipCouncil

?Purchasingcarbonoffsetcreditsonyourbehalfforeverystepofthedirectmaillifecycle—fromrawmaterialstodisposal

?Addingacarbon-neutraliconorstatementtoeachmailpieceshowcasingyourcommitmenttosustainability

Paperlessstatementsaremorecommonamongyoungerconsumers,especiallythose25-44.Base2023n=2,000;Q:Takeamomenttoconsiderthestatementslistedbelow.Pleasestatetheextenttowhichyouagreeordisagreewitheach.(Selectoneperrow.)Q:Whichofthefollowingstatementsbestdescribesyourrelationshipwithpaperlessstatements?(Selectoneresponse.)”

Lob

KEYFINDING

06

14

How

consumers

directmail

04Howconsumerstakeactionwithdirectmail

2023TheStateofDirectMailConsumerInsights

15

Themajorityofconsumers

readdirect

mailalmost

immediately.

Overhalfkeep

ittwodays

orless.

reportedtheyreaddirect

keepdirectmailforless

thantwodays

mailthesamedaytheybring

itinsidetheirresidence

NEARLY

ofthose18-24keeptheirdirectmailfortwodays

butlessthanfivedays.

ofages55+,reporttheyread

directmailthesamedaythey

bringitinsidetheirresidence.

ACTIONABLEINSIGHT

Directmailpractitionersshoulduseaudiencedataandintelligencetotargetandsegmentdirectmailpieces,creatingcampaignsthatdelivergreaterconsumerengagementresultinginhigher

responseandconversionratesandsatisfaction.

Base2023n=2,000;Q:Whatdoyoutypicallydowithdirectmailyoureceivefromanybrand?(Selectoneresponse.)/Howlongdoyoutypicallykeepdirectmailfromanybrand?(Selectoneresponse.)

48%

Directmailisanimportantforbrandstobuildrelationshipswithme

directmailfrom

way

brandfeels

thanemailfrombrand

47%

amorereceivingana

Ioftenintroducedtobrandsviadirectmail47%

amnew

48%

important

Receiving

04Howconsumerstakeactionwithdirectmail2023TheStateofDirectMailConsumerInsights16

DIRECTMAILATTITUDES

(TOP2-BOX)

Directmailis

IexpectdirectmailIreceivefrombrandswillbepersonalizedformeinsomeway55%

animportant

IbecomeconcernedaboutmypersonalprivacyandsecuritywhenIreceivedirectmailfrombrandsIdonotknow51%

Ipreferbrandstoonlyinteractwithmedigitallybecauseitismoresustainablethansendingdirectmail

Itistomethanbrandsinteractwithmebeyondthe

relationship

builder.

Personalization

isexpected.

45%

digital

space

important

Receivingdirectmailfromabrandfeelsspecial41%

Ipreferthatbrandsreachouttomeviadirectmailonly

IfeeloverwhelmedbytheamountofdirectmailIreceivefrombrandsonadailybasis

37%

36%

Base2023n=2,000;Q:Takeamomenttoconsiderthestatementslistedbelow.Pleasestatetheextenttowhichyouagreeordisagreewitheach.(Selectoneperrow.)

Imagesofanitem/brand/serviceIhavepreviouslypurchased

43%

40%

Imagesthatincludeaneventorlocationthatislocaltome

35%

Imagesoffood

Imagesofanitem/brand/serviceIhaveviewedonline

31%

Imagesofanitem/brand/serviceIhaveseeninotheradvertisementsorcommunicationspreviously28%

27%

Imagesthatincludeanimals

Imagesthatincludepeopleingeneral15%

Imagesthatincludefamilies15%

Imagesthatincludepeoplethatlooklikeme13%

Directmailpieceswithoutimagesaremostappealingtome12%

Other5%

04Howconsumerstakeactionwithdirectmail

2023TheStateofDirectMailConsumerInsights

17

Imagesof

previously

purchased

itemsorlocal

eventsaremost

impactfulfor

engagement.

IMAGEAPPEAL

Base2023n=2,000;Q:Whichofthefollowingtypesofimagesmakeadirectmailpiecemostappealingtoyou?(Selectallthatapply.)

78%

Singleofferorpromotion

77%

Multipleoffersorpromotions

66%

Alocaleventorlocation

Nameofanitemyourecentlypurchasedorviewedonline61%

Imageofanitemyourecentlypurchasedorviewedonlinepreviously60%

Imageofarecentlypurchaseditem56%

Yourfirstandlastname54%

Yourfirstname51%

PersonalizedURL48%

Maptoalocalstoreorphysicallocation48%

QRcode43%

Upfrom42%in2022

Upfrom37%in2022

04Howconsumerstakeactionwithdirectmail

2023TheStateofDirectMailConsumerInsights

18

Offersarekey

toenticing

recipientsto

openandreaddirectmail,with

personalized

URLsandQR

codesgrowingin

popularity.

LIKELIHOODTOOPEN/READFROMBRANDINTERESTEDIFITINCLUDED…

(TOP2-BOX)

Base2023n=2,000;Q:Imagineyoureceiveapieceofdirectmailfromabrandyouareparticularlyinterestedin.Howlikelyareyoutoopen/readthispieceofmailifithadthefollowingincluded?

Themajorityofconsumerswill

useasearch

enginetolearn

moreabouta

brandfollowed

byvisitinga

storelocation.

04Howconsumerstakeactionwithdirectmail2023TheStateofDirectMailConsumerInsights19

METHODTOLEARNMOREABOUTABRANDFROMDIRECTMAIL

18-34

35-54

55+

Searchengine

27%

22%

23%

34%

Visitstorelocation

23%

16%

23%

28%

GenericURL

16%

17%

17%

15%

PersonalizedURL

15%

18%

17%

11%

Phonenumber

10%

14%

13%

6%

QRcode

8%

13%

7%

6%

FACT

18-54yearoldsaremorelikelythan55+tolearn

moreaboutbrandsfromapersonalizedURL.

Base2023n=2,000;18-34n=582,35-54n=696,55+n=722;Q:Imagineyoureceivedapieceofdirectmailfromabrandyouareinterestedinandwanttolearnmore.Whichofthefollowingmethodswouldyoubemostlikelytousetogetmoreinformation?(Selectoneresponse.)

04Howconsumerstakeactionwithdirectmail

2023TheStateofDirectMailConsumerInsights

20

Offersand

promotions

motivate

consumersto

takeaction

themost.

WHATPART/ASPECTMADEYOUTAKEACTION?

18-34

35-54

55+

Therewasanofferorpromotionthatcaughtmyeye

65%

60%

66%

67%

Iwasalreadyinterestedinbrand/product/service

52%

50%

50%

57%

Thedesignandcolorscaughtmyeye

24%

35%

22%

19%

Thispiecewaspersonalizedtome

20%

24%

23%

14%

SomeoneIknowhadrecentlypurchasedfromthisbrandandrecommendedthemtome

17%

24%

18%

9%

TherewasaQRcodeorURLthat

madeiteasytotakeaction

12%

21%

12%

4%

Other

3%

0%

3%

5%

Base2023n=1,270;18-34n=352,35-54n=468,55+n=450;Q:Whichofthefollowingdescribeswhythisparticularpieceofmailinspiredyoutotakeaction?(Selectallthatapply.)

56%

60%

52%

59%

37%

40%

35%

37%

30%

36%

30%

24%

28%

34%

30%

22%

21%

24%

21%

18%

Therewasanofferorpromotionthatcaughtmyeye

65%

65%

73%

Iwasalreadyinterestedinbrand/product/service

67%

SomeoneIknowhadrecentlypurchasedfromthis

brandandrecommendedthemtome

Thedesignofthepiececapturedmyattention

Thispiecewaspersonalizedtome

Thecopy(orwriting)withinthepiece

capturedmyattention

04Howconsumerstakeactionwithdirectmail

2023TheStateofDirectMailConsumerInsights

21

Offersand

pre-existing

interestare

paramountas

consumers

moveto

actionstage.

WHATINSPIRESACTIONBYAGE

18-34

35-54

55+

Base2023n=2,000;18-34n=582,35-54n=696,55+n=722;Q:Imagineyouwerebringinginapieceofdirectmailintoyourresidence.Whichofthefollowingelementsofadirectmailpiecewouldinspireyoutotakeaction?Actioncanincludesearchingforthebrandonline,visitingabrandwebsite,checkingthebrand’ssocialmedia,lookingupreviewsofthebrand/product,buyingaproduct,orvisitingabrandlocation.(Selectallthatapply.)

53%

46%

38%

36%

28%

20%

16%

Lob

04Howconsumerstakeactionwithdirectmail2023TheStateofDirectMailConsumerInsights22

ACTIONSTAKENFROMDIRECTMAIL

Nearly60%

visitabrand

57%

websiteafter

receiving

directmail

andoverone-

thirdvisita

2%

locationor

purchasea

product.

Visitedthe

brandor

servicewebsite

Searchedforthe

brand/product/

serviceonline

Lookedupreviews

ofthebrand/

product/service

Visitedaretail

locationtocheckoutaproductinperson

Boughta

product/signedupforaservice

Visitedanother

websitelooking

fortheproductor

serviceadvertised

Checkedthe

brandorservice’s

socialmedia

Checkedoutother

mediatogauge

others’thoughtson

thebrand/product/

service

Other

Base2023n=1,270;Q:Youmentionedyouhavetakensomekindofactionafterreceivingapieceofdirectmail.Whichofthefollowingdescribeswhichactionsyouhavetakeninthepastafterreceivingapieceofdirectmail?(Selectallthatapply.)

QRcodes

areusedby

overathirdofconsumersto

takeaction.

Lob

04Howconsumerstakeactionwithdirectmail2023TheStateofDirectMailConsumerInsights23

ofconsumersarelikelytoscanaQRcodeon

apieceofdirectmail

andtakeaction.

Thisfigurerisesto44%

forthoseaged35-54

andoverhalf(51%)for

thoseaged18-34

Scantosee

whathappens.

FACT

41%ofmarketerscurrently

useQRcodestohelpmeasuretheROIofcampaigns.

Base2023n=2,000;Q:HowlikelyareyoutoscanaQRcodeonapieceofdirectmailandtakeaction?Actioncanincludesearchingforthebrandonline,visitingabrandwebsite,checkingthebrand’ssocialmedia,accessingapromotion,lookingupreviewsofthebrand/product,buyingaproduct,orvisitingabrandlocation.(Selectoneresponse.)

Lob

24

Directmail

format

preferences&

industry

DIRECTMAILFORMATS

41%

35%

38%

35%

36%

36%

Catalogs/Magazines

49%

49%

55%

Brochures

(pamphlet/booklet)

46%

45%

45%

Lettersandenvelopes

32%

28%

38%

25%

Postcards

05Directmailformatpreferences&industryinsights

2023TheStateofDirectMailConsumerInsights

25

Catalogs

andmagazines

arethemost

preferreddirect

mailformat,

regardless

ofthe

relationship

withabrand.

Brandsyoudon’tknow

Brandsyouknow,buthaven’tpurchasedfrom

Brandsyoualreadyhavearelationshipwith

Abrandyouhaven’tpurchasedfrominoverayear

Base2023n=2,000;Q:Whichofthefollowingdirectmailformatsdoyouprefertoreceivefrombrands…?(Selectallthatapply.)

05Directmailformatpreferences&industryinsights

2023TheStateofDirectMailConsumerInsights26

MOST

LIKELYTO

DIRECTMAILFORMATSFROM

BRANDSWITHRELATIONSHIP:

READ

Respondentsare

39%

Catalogs/Magazines

mostlikelytoread

21%Lettersandenvelopes

catalogs/magazines

frombrandswith

20%Brochures(pamphlet/booklet)

19%Postcards

whichtheyhavean

existingrelationship,

followedbyletters

andbrochures.

2%

Other

FACT

comparedto

Respondentsages18-34aresignificantlymorelikelytoreadletters

thosethanthose35+,potentiallyduetolifestages.

Base2023n=2,000;Q:Youmentionedyouprefertoreceivethefollowingdirectmailformatsfrombrandsyoualreadyhavearelationshipwith.Whichofthefollowingareyoumostlikelytoread?(Selectoneresponse.)

05Directmailformatpreferences&industryinsights2023TheStateofDirectMailConsumerInsights27

Retail

(Brick&

mortarstores)

N=793

MOSTLIKELYREADFORMATS

55%

Catalogs/

Magazines

40%

Brochures

35%

Postcards

27%

Lettersandenvelopes

WAYSTOLEARNMORE

Visitedthebrandorservicewebsite

SearchedforitonlineVisitedaretaillocationLookedupreviews

Nothing

Visitedanotherwebsitelookingforitadvertised

Checkedthebrandorservice’ssocialmedia

Checkedothersocialmediatogaugeothers’thoughts

Bought

29%

24%

15%

10%

7%

5%

4%

3%

3%

93%

readdirectmailimmediatelyand/orsaveittoreadlater.

49%Readimmediately

44%Keepandreaditatalatertime

13%Rarelyreadandtypicallythrowout

MOSTLIKELYREADFROMACURRENTLYUSEDBRAND

40%30%16%9%

5%

Promotionsfromproducts/servicesIalreadyhave

Promotionsfromproducts/servicesIdon’talreadyhave

Catalogshowcasing

products/services

Announcementofanewproducts/service

Newslettersorletters

Healthcare

05Directmailformatpreferences&industryinsights2023TheStateofDirectMailConsumerInsights28

MOSTLIKELYREADFORMATS

42%

Lettersand

envelopes

40%

Brochures

32%

Postcards

24%

Catalogs/Magazines

WAYSTOLEARNMORE

Visitedthebrandorservicewebsite

Searchedforitonline

Nothing

Lookedupreviews

Visitedaretaillocation

Visitedanotherwebsitelookingforitadvertised

Checkedthebrandorservice’ssocialmedia

Checkedothersocialmediatogaugeothers’thoughts

Bought

27%

22%

18%

11%

7%

6%

4%

3%

3%

81%

readdirectmailimmediatelyand/orsaveittoreadlater.

43%Readimmediately

38%Keepandreaditatalatertime

24%Rarelyreadandtypicallythrowout

MOSTLIKELYREADFROMACURRENTLYUSEDBRAND

27%23%22%15%

13%

Promotionsfromproducts/servicesIalreadyhave

Newslettersorletters

Promotionsfromproducts/servicesIdon’talreadyhave

Announcementofanewproducts/service

Catalogshowcasing

products/services

N=785

2023TheStateofDirectMailConsumerInsights29

Directmailformatpreferences&industryinsights

05

79%

MOSTLIKELYREADFORMATS

readdirectand/or

immediately

mail

saveittoread

later.

45%Readimmediately

34%Keepandreaditatalatertime

19%

31%

34%

46%

Catalogs/Magazines

Lettersandenvelopes

27%Rarelyreadandtypicallythrowout

Brochures

Postcards

MORE

WAYSTOLEARN

MOSTLIKELY

FROMACURRENTLYUSEDBRAND

READ

Promotionsfromproducts/servicesIalreadyhave

35%

thebrandorservicewebsite

Searchedforitonline

Visited

26%

21%

20%

9%

8%

5%

Promotionsfromproducts/servicesIdon’talreadyhave

28%

Nothing

Lookedupreviews

Visitedaretaillocation

15%

Newslettersorletters

thebrandorservice’ssocialmedia

Checked

Announcementofanewproducts/service

13%

Visitedanotherwebsitelookingforitadvertised

Checkedothersocialmediatogaugeothers