VDP Supplement: Keeping Mail Relevant
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Erik Cagle
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“We’ve mapped out the uses of the mail in the customer’s brain and how they use it, so we can better target that,” Mastervich notes.
One of the most eye-popping statistics the research has yielded involves the so-called indifference of Generation X and Y members to printed materials in the electronic and Internet age. An impressive 64 percent of Xs and Ys use mailed coupons, debunking the myth that mail is lost (figuratively) on the younger generations.
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Erik Cagle
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