Ever wondered how long people actually spend looking at marketing messages? Here’s something that might surprise you: people spend about two minutes reading direct mail – compared to just eight seconds scanning emails. That’s quite a difference!
Let’s look into what makes direct mail so powerful at grabbing (and keeping) attention.
The Numbers Don’t Lie
Think about the last time you picked up a piece of mail. Did you look at it more than once? Most people do. Research shows that a single piece of direct mail gets about 108 seconds of attention over a month. Business mail performs even better, getting 150 seconds of attention.
The really interesting bit is that when people keep mail in their kitchen or living room, they spend over 40 seconds looking at it each time. And since it only takes 2.5 seconds to create a memory, that’s plenty of time to make your message stick.
When Offline Meets Online
You might think direct mail is just about paper – but there’s more to it. When people receive mail that points them to a website, they spend about five and a half minutes browsing online. That’s meaningful engagement!
Plus, unlike scrolling through social media while watching TV, people tend to give mail their full attention. Only 1% of people look at mail while watching television or listening to the radio. Your message has a better chance of getting through.
Small Touches Add Up
Marketing isn’t always about making a big splash. Sometimes, lots of smaller reminders work better than one big campaign. That’s where direct mail shines – people keep it around and look at it several times. Each viewing gives your brand another chance to make an impression.
Times Are Changing
TV advertising has dropped by 73% in the last 12 years. Brands need reliable ways to reach people, and direct mail delivers. It becomes even more effective when paired thoughtfully with digital marketing.
What This Means For Your Marketing
These insights are valuable tools to help improve your marketing. Direct mail clearly works at capturing and keeping people’s attention. It deserves a spot in your marketing plans if you want to make a lasting impression and get people genuinely engaged with your brand.
Ready to make your direct mail campaign stand out?
Our team will work closely with you to create direct mail that captures attention and drives results. From bold designs to sustainable materials, we’ll help your message make maximum impact on your audience with minimum impact on the planet.
Get in touch today – we’re ready to bring your direct mail campaign to life.
