With direct mail, you grab the attention you need

With direct mail, you grab the attention you need

In a world where consumers are constantly inundated with digital ads, attention is becoming an increasingly valuable and scarce resource. Brands are looking daily for ways to capture and hold that attention. “The Attention Advantage” by WARC, Marketreach and Royal Mail highlights the unique ability of direct mail (DM) to do just that, and how it can play a crucial role in the marketing mix.

Direct Mail vs. Digital Advertising: The battle for attention

The report exposes a sore point: many digital ads barely attract attention. Consider the average 1 to 3 seconds that your ad is seen-that’s barely enough time for your brand to penetrate. Direct mail, on the other hand, offers a significantly better attention score, averaging 46 to 150 seconds of attention time!

Why that difference? Physical mail excites the senses, attracts visual attention and is more likely to be viewed multiple times. Where digital ads are often fleeting, well-designed direct mail stays on the desk or kitchen table, ready to interact with repeatedly.

Attention scarcity: A new challenge for marketers

In times of hybrid working, consumers spend more time at home and expect brands to communicate in an authentic, personal way. The solution? Direct mail, which responds to the need for a tangible, human touch in an increasingly digital world. Not only is physical mail perceived as more reliable, it also stays in consumers’ sights much longer. This offers marketers a unique opportunity to get more time in the busy heads of their target audience.

How direct mail contributes to the customer journey

The impact of direct mail extends across all stages of the marketing funnel. The numbers(note, these are UK figures) speak for themselves:

Awareness: 65% of recipients remember direct mail specifically as brand communications.
Consideration: 16% take action, such as looking up more information.
Intention and behavior: 9% show buying intention after receiving a direct mail and 5% actually proceed to purchase.

The power of direct mail lies in its ability to not only attract attention, but also stimulate engagement and action.

Source: Marketreach, Attention Research, Blue Yonder 2023

Direct Mail Success Stories

The unique impact of direct mail has been proven in practice by several successful Royal Mail campaigns. Here are some notable examples:

Land Rover sent hydrochromic invitations, which only became visible underwater, achieving a 22% response rate.
Cunard sold all seats for a luxury cruise in one day using luxury tangible invitations.
IKEA generated €1.6 million in sales by sending a playful dot-to-dot mailing, including a discount voucher.

These cases show how creative and effective direct mail can be when used intelligently.

Direct Mail to complement your marketing strategy

To get the most out of direct mail, there are a few key steps you can follow:

Creative design: Create an engaging and sensory experience with your direct mail. The more creative the design, the longer the attention span.
Direct & Digital: Combine direct mail with digital campaigns for a powerful, integrated effect.
Plan it right: Make sure your direct mail is sent at the right times in the customer journey to make maximum impact.

Direct Mail is not a thing of the past, but the is the future

While digital marketing is here to stay, direct mail offers an unmatched advantage in the battle for consumer attention. With more attention time, higher impact on brand perception and proven results at every stage of the customer journey, direct mail is the tool that can take your marketing strategy to the next level.

So, marketers-grab that attention, invest in direct mail and see how it makes a difference for your brand!