As Purchase Habits Change, Impact Of Direct Mail Remains

During the current pandemic, many businesses and consumers shifted their shopping transactions to online platforms. For the first time ever, online sales topped physical store sales. As a consequence, websites and apps are playing much bigger role in the way consumers make decisions. The traditional advertising channels use is rapidly falling as shown by declining marketing budgets for these advertising options. Direct mail is the only exception to this trend and it still generates a higher response rate than digital channels. This effect is further amplified now when most consumers spend a lot of time at home where direct mail is usually sent to, but by understanding the customers’ needs marketers can ensure the survival of direct mail even in the post-pandemic world.

Key Takeaways:

• As customers become more skilled at navigating informational sources, they spend less time shopping overall.
• Direct mail generates a greater response than email, social and paid search.
• During the pandemic lockdown, many people are looking forward to getting the mail each day.

"Overall, 70% of people from all demographics are seeking out more information about purchases than they did five years ago."

Read more: https://www.mediapost.com/publications/article/351712/as-purchase-habits-change-impact-of-direct-mail-r.html