The Art of DM

Less Mail Means More Cut-Through

Direct Mail volumes in the UK have declined by around 40% since their peak during the pandemic. At first glance, that might seem like a downturn, but for fundraisers, it’s a significant opportunity. With fewer letters and leaflets coming through the door, your DM has a greater chance of standing out. The average household receives just 1.3 pieces of mail per day, compared to the hundreds of digital messages we see across email, social media, and online.

In this quieter space, your message isn’t just another ping in someone’s inbox; it becomes a moment of focused attention. When designed well and targeted effectively, DM creates a rare sense of one-to-one connection that’s increasingly hard to achieve in a noisy, screen-saturated world.

People Trust Mail and Spend Time with It

Direct Mail isn’t just seen, it’s engaged with. Research shows that 95% of addressed mail is opened or interacted with, and it remains in the home for up to seven days on average. That’s seven days of visibility, presence, and the chance to be picked up multiple times. It’s actively looked at nearly four times per piece, far exceeding the attention span of digital channels.

Mail is considered more credible than many online formats. Whether it’s the perceived cost of producing it or the personal nature of receiving something with your name on it, recipients across all age groups view DM as a trustworthy source. In a climate of misinformation and digital overload, that trust is gold. Importantly, response rates reflect this trust and engagement: Direct Mail continues to deliver an average response rate of 9%, outperforming many digital formats, especially for cold or lapsed audiences.

It’s Not Just Paper. It Powers Digital Journeys

A big misconception is that DM is a standalone channel. In reality, it plays an important role in integrated supporter journeys. More than ever, Direct Mail is acting as a digital driver, prompting visits to websites, online donations and social sharing.

Currently, around 10.5% of DM recipients visit a website in response to a mailing. Simple tactics like QR codes, personalised URLS, and teaser emails can significantly increase this number. When your physical pack links to an online experience, you multiply your chances of engagement and create a seamless cross-channel experience that feels considered and compelling.

Format and Storytelling Bring Emotion to Life

One of DM’s biggest strengths is its ability to combine storytelling with sensory experience. You can see it, touch it and unfold it. That tactile quality means stories can hit harder and stay with your audience longer. Whether it’s a dog finding a new home, a child in need of support, or a bird returning to its nest, DM allows you to show and feel that journey.

We always strive to work with our clients to develop innovative formats to strengthen storytelling. Some examples of where we have done this:

-Using a clever inner sleeve for Dogs Trust to simulate a dog’s “happy place”.

-For Barnardo’s, we dramatised February as the “longest month” with a never-ending fold-out letter.

-Our RSPB’s mailing came in the shape of a nesting box, reflecting what supporters were helping to fund

These packs weren’t just beautifully designed, they were effective. They used emotionally driven storytelling rooted in our CADABRA framework to lead readers from empathy to action, keeping them emotionally and mentally engaged every step of the way.

In an age of digital overload, Direct Mail offers something rare: a moment of personal, tangible, emotional connection. It earns attention, inspires trust, and delivers action, especially when it’s used as part of an integrated, creative strategy. With new innovations in print, personalisation, and sustainability, DM is driving powerful results.

Get in touch with us to find out more about our approach or discuss any upcoming DM briefs lucy.martin@goodagency.co.uk