Direct Mail Promotions Catch the Eye

March 21, 2012 -- Marketing research firm Ask Your Target Market (AYTM) recently undertook a survey examining the effectiveness of direct mail -- Are customers more likely to look at their mail than they are at emails? Make purchases based on offers received?

Surveying 400 U.S. adults online panel participants, they found: 

  • Nearly one in five (17%) respondents receive advertisements or special offers from businesses via direct mail every day. One third (33%) say they receive this type of mail fairly often, 33% receive direct mailings sometimes, and 17% say they rarely or never get direct mailings.
  • Of those who receive direct mail from businesses:
  • 6% say they always read the printed mailings
  • 23% say they read it more often than not
  • 33% say they read it about half the time
  • 35% state they rarely read it
  • 4% don’t ever read mail from businesses.
  • When it comes to making purchases:
  • 21% say they are more likely to purchase based on direct mail promotions rather than email offers
  • 13% are more likely to make purchases based on email offers rather than direct mail offers
  • 38% said it makes no difference – they are just as likely to make purchases based on direct mail offers as they are to do so based on email promotions
  • 28% claim they never make purchases based on direct mail or email messages.
  • Of those who indicated they make purchases based on direct mail, coupons and exclusive deals overwhelmingly catch the consumer's attention.
Source:  AYTM
As stated by AYTM's Anne Pilon, “Electronic communication may be a cheaper, easier option for many businesses, but it seems that some Americans might still respond well to receiving direct mail instead.”

Source: AYTM, Direct Mail Survey: Some Customers Still Prefer Mail to Email, March 21, 2012.

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