1、What Consumers Want:The Dos and Dontsof Direct MailEB OO K 2 WHAT CONSUMERS WANT 2023INTRODUCTIONDirect mail remains a potent customer acquisition channel for marketers,but its effectiveness hinges on understanding and aligning with consumer preferences.What Consumers Want:The Dos and Donts of Direc

2、t Mail,explores the world of direct mail marketing from a buyers perspective.Inside youll find valuable insights,practical tips,and strategies for engaging your audience in a digital age by studying what they truly desire from a direct mail piece and its influence on purchase decisions.By implementi

3、ng the dos and avoiding the donts,you can optimize your DTC direct mail efforts to yield higher response rates,achieve better results,and drive brand growth.Table of ContentsMethodology 3Consumer Engagement and Direct Mail 4Consumer Enjoyment and Direct Mail 6Consumer Behavior and Direct Mail Influe

4、nce 8Consumer Experience and Direct Mail Design 10LETS GET STARTED.3 WHAT CONSUMERS WANT 2023METHODOLOGYTo complete our consumer benchmark study,we partnered with research firm ISG to survey 400 consumers of various genders,ages,and incomes across the U.S.Via a custom online questionnaire distribute

5、d in April of 2023,ISG gathered insights on consumer sentiment around mails engagement levels,enjoyment,influence,and overall channel impression.Consumer AudienceHousehold IncomeGenderAge Group62+62+383838%62%13+13+2525+25+25+373738%25%25%12%MaleFemale35-4425-3445-5455+$40K-$59K$60K-$79K$80K-$99K$10

6、0K-$149K$150K-$199K$200K-$249K$250K-$299K$300K+25%24%17%21%7%3%1%2%CONSUMER ENGAGEMENT AND DIRECT MAIL Direct mail has the unique ability to capture consumer attention in a tangible and personal way.Unlike digital advertisements,print media allows for physical engagement,which can play a critical ro