Tips & Trivia
The U.S. Postal Service has commissioned InnoMedia to survey 1,500 households which found that 67% of consumers consider mail more personal than the Internet. Consumers open 73% of their mail, and spend an average of 30 minutes daily reading catalogs, and 25 minutes reading Direct Mail.
About 98% of consumers bring mail into their home the day it’s delivered. Approximately 77% of consumers will sort through it immediately.
The study also quantified the synergy between the Internet and the mail. It found that 33% of people surveyed say they respond to direct mail by going on-line. Direct Mail generates 37% of e-commerce revenue, and catalogs generate 22% of a company’s Web site traffic.
According to the survey consumers consider direct mail helpful for perusing new purchases, and for an assist with their financial management.
In a related survey, 54 percent of business-to-business marketers plan to boost direct mail spending this year. $24.5 billion is the predicted growth in BTB direct mail by 2007. Proving that Direct Mail is indeed on the comeback.
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