B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
21%
21% -- cognitive effort reduction for US direct mail (2018)
Processing direct mail requires 21% less cognitive effort compared to digital ads.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
21%
Unit
Percentage
Data Vintage
2018
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Data & Marketing Association (DMA)
Primary
Tier B
https://www.rcbrayshaw.com/direct-mail-marketing-is-alive-and-kicking/ ↗
Source Article
Updated May 21, 2020
Direct Mail Marketing
The phrase “Direct mail is dead” has been running around for some time. It comes up time and time again as companies shift their dollars towards online/digital marketing initiatives. With the cost of postage increasing and the volume of physical mail travel…
Original Research
Data & Marketing Association (DMA)
· Original study ↗
Methodology
DMA research
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US direct mail: 21% cognitive effort reduction. Source: Data & Marketing Association (DMA) (2018). Via Lighthouse Intelligence -- https://lighthousedata.io/data/direct-mail-cognitive-effort-21pct-less
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<blockquote cite="https://lighthousedata.io/data/direct-mail-cognitive-effort-21pct-less" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>21%</strong> -- cognitive effort reduction for US direct mail<br><small>Source: Data & Marketing Association (DMA) (2018) · <a href="https://lighthousedata.io/data/direct-mail-cognitive-effort-21pct-less" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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