Can I capture your full attention? Perhaps not, but your mail certainly does. A recent report from WARC and Marketreach reveals that nearly two-thirds of people say direct mail captures their undivided attention.

In a world where attention is a scarce commodity, for charities this finding is significant as it highlights the effectiveness of direct mail in cutting through the noise and engaging donors on a more personal level. The ability of mail to hold recipients’ focus underscores its potential to convey impactful messages that inspire empathy and drive meaningful donations.

The study delves into the extent of attention people devote to various mail types, the value derived from this attention, and mail’s role in comparison to other media within the overall media mix. This comprehensive study, conducted by Marketreach and Blue Yonder, involved the analysis of 1,475 pieces of mail.

Key findings include:

  • 63% of individuals allocate their undivided attention to their mail.
  • The average duration spent on direct mail is 108 seconds.
  • On average, a piece of direct mail persuades 16% of recipients to contemplate the brand, with 9% indicating it triggers an action rich in intent, such as visiting a website or a shop, and 5% leading to a transaction.
  • Over 80% of mail delivered in an envelope is opened.
  • The average Door Drop is viewed for 46 seconds, surpassing the average 30-second TV spot by more than three times.

In response to the research, Paul Stringer from WARC commented, “In a world where gaining attention is increasingly challenging, we’ve discovered that mail not only effectively captures attention but is also one of the most cost-efficient channels for achieving this objective. This is an opportune moment for marketers to reassess the role of mail in the media mix.”

The complete report is available for download here.

These findings encourage brands to explore whether a larger ‘share of doormat’ translates to a greater market share, reassess mail’s potential for delivering incremental campaign reach, and leverage its strengths in amplifying other channels.

If you would like any further information about this report or would like any assistance with your next direct mail campaign, please get in touch!