New study indicates direct mail drives consumer purchases. Consumers trust direct mail ads, look forward to receiving them, and are interested in making a purchase after seeing one
Originally published: SAN ANTONIO, March 28, 2024 /PRNewswire
A new consumer survey and strategic industry data analysis conducted by Vericast illustrates why print advertisements remain in style. They play a critical and emotional role in how consumers choose to engage with and purchase from brands.
Vericast's Direct Mail Influence Study builds upon findings from studies conducted for the United States Postal Service (USPS) by Temple University. Vericast, in partnership with Prosper Insights & Analytics, recently surveyed nearly 2,000 adults to further understand consumer behaviors and the use of direct mail.
Vericast Study Finds Consumers Have an Emotional Connection with Direct Mail Ads.
Analyzed by Dr. Martin Block, Professor Emeritus in Medill's Integrated Marketing Communications program at Northwestern University, Vericast's research supports that print is alive and well. Specifically, people are:
"My assessment and conclusion of the study finds that consumers who use print ads are happy, confident, and consistent. Why is this significant? Years of conducting and reviewing this type of research shows a predisposition for happier people to shop and spend more," said Dr. Block. "The concurrent validity demonstrated across separate studies conducted by Vericast and the USPS supports the continued need for media plans that include direct mail messages to optimize consumer engagement. What gives print ads their edge, according to the studies, is they are more effective at leaving a lasting impression."
Survey highlights to support this include:
People experience more emotional reactions to print ads
Consumers enjoy spending time reading through print ads
Interest in making a purchase after seeing a print ad is high
More information is absorbed from print ads and people often have better recall
To learn more, download Vericast's Direct Mail Influence Study.