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New Study: 32% More Women 25-44 Read Direct Mail Over Email
According to a new study by Baltimore-based Vertis Communications, 85% of women ages 25-44 read printed direct mail marketing pieces, despite the influx of electronically generated advertisements throughout the past decade.
This was a key finding from the company's study, titled "2007 Customer Focus: Direct Mail," released on Jan. 16. The survey of 2,500 adults measures both general and industry-specific shopping trends.
The study also reveals that 53% of all women surveyed ages 25-44 who have access to email read these advertisements, almost consistent with the 54% that did so in 2005.
Furthermore, Vertis' study indicates marketers can increase the effectiveness of their direct mail campaigns by offering target consumers exclusive deals and coupons. 72% percent of total adults surveyed said they have replied to direct mail containing a "buy one, get one free" offer.
Additionally, 63% of all adults indicated they have responded to direct mail collateral offering a percentage discount on merchandise, up from 54% in 2005.
The direct mail study revealed the following additional results:
Total adults who responded to direct mail via in-store visits, Websites, 800 numbers or mail remains steady, with 47% in 2003 and 46% in 2007 The number of Hispanics who responded to direct mail marketing jumped drastically, from 38% in 2003 to 54% in 2007 57% of women ages 35-64 prefer that companies they express interest in, send follow-up communication through direct mail pieces personalized to their needs 38% of men 35-49 prefer generic direct mail when being contacted by a company in which they have expressed interest While 45% of total adults are open to receiving personalized, follow-up emails, younger men and women seem to be more responsive to this medium, with 52% of men ages 25-34 and 56% of women the same age stating email is an acceptable form of follow-up communication Text messaging is the most desired method of follow-up communication for younger men ages 18-24, with 23% desiring contact via text message from a company they are interested in, compared to 5% of women the same age Comfort levels of adults providing credit card numbers online have increased throughout the years, with 42% of total adults being "very" or "somewhat comfortable" in 2007, up from 32% in 2003 40% of total adults in 2007 indicate they are not at all comfortable providing credit card information online, down from 52% in 2003.
The Vertis Communications 2007 Customer Focus survey series also includes findings from the financial, credit card, insurance, publishing, casino gaming, retail and automotive industries.
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