Key Takeaways
Key Takeaways

Explore the data and discover how companies in the financial industry are making use of direct mail.⁠

Marketing Effectiveness

82% of financial businesses find direct mail effective.

Financial companies find direct mail to be more effective or as effective as other marketing channels, with the exception of social media by just 1%.

Overall, financial businesses consider social the most effective marketing channel.

Pro tip

No matter what channels you use, creating consistency—in voice, tone, visuals and overall identity—will lead to more effective marketing. Consistency fosters familiarity and creates a better customer experience, helping keep your brand top of mind.

Personalization is the most popular mail technique among financial companies.

Direct Mail Techniques

62%

Personalized offers

59% — Personalized greetings or customer names

Among financial companies, personalization is the most used direct mail technique.

Pro tip

Personalized direct mail can help you maintain meaningful customer relationships. Do some segments show interest in certain savings accounts? Do you have a growing number of Gen X borrowers? Explore how you can address these segments’ varying needs, wants and values, and customize messaging accordingly.

Importance of Direct Mail

88%

of financial companies say that direct mail is very important or extremely important to their business.

Pro tip

Direct mail can be a powerful marketing channel in omnichannel marketing, adding a uniquely tactile, more “human” element to digital-heavy campaigns. Jump to the Integration section to learn how financial brands incorporate mail into their marketing efforts.

Direct Mail vs.
Digital Security

57%

of consumers say that direct mail feels more secure than online communications.⁠

Pro tip

Use these consumer perceptions to your advantage. Thoughtful, clear and personalized mail messaging can build trust among customers—especially important for sensitive financial messaging. Making note of your brand’s security and privacy practices can also instill confidence.

Direct Mail and the Customer Journey

22%
Drive awareness
33%
Drive growth
14%
Drive leads
31%
Drive loyalty

In relation to the customer journey, most financial companies use direct mail to drive growth or loyalty.

Pro tip

To drive growth through direct mail, create messaging that speaks directly to customers’ wants and needs, using data to inform any offers and messaging you send: Higher-income customers may be interested in a travel-rewards-based credit card, while lower-income customers may be interested in payment-plan offerings.

Key Motivator for Financial Companies

Being able to track campaigns—from printing all the way to delivery—would be financial companies’ top motivator for increasing direct mail use going forward.

Financial Industry Summary
  • Financial companies report having the highest expertise with direct mail.
  • Financial businesses say direct mail is as effective or more effective than other channels, except for social media (by 1%).
  • They are the most likely to track the effectiveness of direct mail.
  • Out of all direct mail techniques, financial companies most often use personalized offers.
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Footnotes
  1. [1] “Direct Mail Industry Research: Insights Report,” Summit Research for McCann Worldgroup, May 2023.
  2. [2] USPSDelivers.com Research — Full Report, Qualitative and Quantitative Results, Summit Research, February 2021.

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