Print in the Mix Survey Confirms Power of Direct Mail
A September 2008 survey conducted by DMNews/Pitney Bowes validates the claim that targeted direct mail continues to reach consumers and influence their purchase behaviors in a significant way. Some of the findings:
• 85 percent of the survey respondents (1,000 U.S. consumers from 10 major metropolitan areas) say that they review their mail daily.
• Half of all respondents report greater enjoyment reviewing the mail received in their home mailbox vs. e-mail. This includes consumers age 18 to 39, with 52 percent reporting greater satisfaction in reviewing mail received through the USPS compared to e-mail.
• Two-thirds of the consumers surveyed said they are examining their mail more closely for coupons and offers than they did a year ago.
• Half of all respondents say they have requested promotional mate-rials from companies during the past six months. Direct mail is the preferred way to receive offers.
Media Vehicle Used
Preferred Method for Receiving Promotional Materials
Direct mail — 78%
E-mail — 63%
Newspaper Inserts — 52%
Websites — 34%
• Close to 40 percent of respondents say they have tried a new business for the first time because of information received via direct mail. Nearly 70 percent report renewing a relationship with a business because they received a direct mailing or promotional item.
• Nearly 94 percent of consumers surveyed say they took action on promotional offers and coupons received via direct mail over the past year. Coupons offering discounts on groceries are the most likely to be used, followed by coupons for health and wellness products, entertainment and electronics.
To read the complete Print in the Mix research summary and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).