2024年直邮消费者洞察报告(英)

The State of Direct MailConsumer Insights2024Brought to you by Lob and Comperemedia22024 The State of Direct Mail Consumer InsightsWelcome to our 2024 State of Direct Mail – Consumer Insights report. In partnership with Comperemedia, we surveyed 2,000 consumers to get their perspectives on direct mail relative to the other most common marketing channels. The findings showcase just how much people appreciate having something physical in their hands, a reminder that in our digital age, the tangible still holds a special place.There’s a lot to be excited about, and still, as businesses, we have work ahead of us. More than ever before, consumers expect personalization, both in the mail and online. Our research shows that personalized direct mail leads to greater engagement with digital channels, fueling a truly omnichannel experience that’s both memorable and effective. We need to be smart about our marketing mix — understanding the strengths of each channel and how they work together to create positive business outcomes.The good news? We’re no longer limited to the old ways of doing things. Marketers today have the technology and creativity to reinvent the mail and create more dynamic, engaging customer experiences. And with the right approach, direct mail can be your growth channel. Happy mailing!Ryan Ferrier, CEO32024 The State of Direct Mail Consumer InsightsMethodologyUS consumers age 18+Respondents are nationally representative of age, gender, income, education, and region. 2,000Questions & follow-upsRespondents answered an online survey with ~50 questions and open-ended follow-ups. ~50Sectors4Among other questions, respondents were asked a series of questions around their preferences and satisfaction related to direct mail and within four specific sectors:RetailHealthcareFinancial ServicesInsurance42024 The State of Direct Mail Consumer InsightsKey findings Direct mail’s role in the channel mix Sustainability in direct mail Personalization and privacyConsumer perspectives on direct mail Effective direct mail CTAsApplying the researchIndustry spotlight: Healthcare, Retail, Insurance, Financial Services57101113162529What’s inside?52024 The State of Direct Mail Consumer InsightsKey findingsDirect mail is a strong tool for customer and prospect engagement: 65% of respondents are likely to engage with mail from a brand they already have a relationship with. Direct mail is also the communication channel most often preferred for engaging with unfamiliar brands, particularly among older respondents.01Direct mail makes a quick impact:Two-thirds of respondents read direct mail pieces on the same day they receive them, and 69% say they often or sometimes share direct mail with friends and family. Direct makes omnichannel more effective: Of respondents who have taken action from a direct mail piece in the past, 55% of respondents check the brand’s website and 42% search for the product online. 020362024 The State of Direct Mail Consumer InsightsPersonali

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2024-11-18
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2024年直邮消费者洞察报告(英),点击即可下载。报告格式为PDF,大小1.43M,页数34页,欢迎下载。

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