Search »

Study: More Women Read ‘Snail Mail’ than Email Direct Mail

A new study shows that 85 percent of women between the ages of 25 and 44 read direct marketing pieces, while 53 percent of them (who have access to email) read email marketing messages.

The study, Vertis Communications Customer Focus 2007 survey, also found that exclusive deals and coupons enhance the effectiveness of direct mail, reports Direct Magazine. And the number of consumers who have responded to direct mail featuring a percentage discount on merchandise has increased to 63 percent, up from 54 percent in 2005.

The study also found that 46 percent of adults responded to a direct mail piece in some way, down from 47 percent in 2003. Hispanic consumers responded to direct mail in increasing numbers, from 38 percent in 2003 to 54 percent this year.

Text messaging was the most desired form of follow-up communication among the younger generation, while 45 percent of total adults are willing to receive personalized, follow-up emails.

Consumers are also more comfortable giving their credit card information over the internet, with 42 percent of total adults being very or somewhat comfortable (up from 32 percent in 2003).