Ever wondered how long people actually spend looking at marketing messages? Here’s something that might surprise you: people spend about two minutes reading direct mail – compared to just eight seconds scanning emails. That’s quite a difference!
Let’s look into what makes direct mail so powerful at grabbing (and keeping) attention.
The Numbers Don’t Lie
Think about the last time you picked up a piece of mail. Did you look at it more than once? Most people do. Research shows that a single piece of direct mail gets about 108 seconds of attention over a month. Business mail does even better, getting 150 seconds of attention.
Here’s the really interesting bit – when people keep mail in their kitchen or living room, they spend over 40 seconds looking at it each time. And since it only takes 2.5 seconds to create a memory, that’s plenty of time to make your message stick.
When Offline Meets Online
You might think direct mail is just about paper – but there’s more to it than that. When people get mail that points them to a website, they spend about five and a half minutes browsing online. That’s serious engagement!
Plus, unlike scrolling through social media while watching TV, people tend to give mail their full attention. Only 1% of people look at mail while watching television or listening to the radio. That means your message has a better chance of getting through.
Small Touches Add Up
Marketing isn’t always about making a big splash. Sometimes, lots of smaller reminders work better than one big campaign. That’s where direct mail shines – people keep it around and look at it several times. Each time they see it, your brand gets another chance to make an impression.
Times Are Changing
TV advertising has dropped by 73% in the last 12 years. Brands need reliable ways to reach people, and direct mail delivers. It becomes even more effective when paired smartly with digital marketing.
What This Means For Your Marketing
These insights are interesting and tools to help you market better. Direct mail clearly works at catching and keeping people’s attention. Direct mail deserves a spot in your marketing plans if you want to make a lasting impression and get people engaged with your brand.
Stats from ICE Barcelona 2025 and JICMAIL research data 2024.
Ready to capture more attention with your marketing?
Contact our direct mail specialists to create campaigns that get noticed, remembered, and acted upon. We’ll help your igaming brand break through the digital noise and connect with players when it matters most.
