Consumers find direct mail far more trustworthy than digital communications, a new survey has found.

According to to research by Royal Mail MarketReach and TNS, only 48 per cent of consumers find email communications “believable.”

By contrast, 89 per cent of people were found to have trust in messages conveyed via direct mail.

Some 70 per cent said they preferred direct mail because it makes them feel valued – up from 57 per cent in 2013.

Similarly, 70 per cent said direct mail gives them a better impression of the company, compared with 55 per cent four years ago.

Concerns over data security might also be playing a part, as 65 per cent of respondents said they feel confident the contents of a direct mail message will remain private.

Commenting on this trend, Tony Kemp of print and direct mail house DMP said direct mail offers all the benefits of digital, but in a tangible form.

Speaking to Print Week, he said this gives it more longevity, while it can be cleverly targeted, dynamic and come with relevant products and imagery.

“The advent of digital print, and now the ability to use the data insights that we’ve got and bring them alive in print –  somebody’s age, products they’re interested in or hobbies they’ve got – allow you to tailor the printed communication,” he observed.

Mr Kemp added that personalisation means more than a name and address, as brands should be taking the opportunity to make the entire conversation dynamic.

This, he said, would help their conversion rates “rise exponentially.”

Direct mail is back in the mix: consumers consider mail believable as digital channels face ‘trust fatigue’ The Drum