32% More Women Read Snail Mail Than E-Mail Advertising: Direct Mail Study

85% of women ages 25-44 read printed direct mail marketing pieces, while some 53% of all women surveyed who have access to e-mail, read e-mail advertisements, according to Customer Focus Direct Mail study by Vertis Communications. 

Other Highlights of the Customer Focus Survey 2007:

  • 72% of total adults surveyed said they have replied to direct mail containing a “buy one, get one free” offer. 

  • 63% of all adults indicated they have responded to direct mail collateral offering a percentage discount on merchandise, up from 54% in 2005.

  • 46% of all adults responded to direct mail via in-store visits, Web sites, 800 numbers or mail
  • 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
  • 45% of total adults are open to receiving personalized, follow-up e-mails
  • 52% of men ages 25-34 and 56% of women the same age stated e-mail is an acceptable form of follow-up communication
  • 23% of younger men ages 18-24 indicated text messaging to be the most desired method of follow-up communication, compared to 5% of women the same age


“While technology has significantly affected the way we work, communicate and socialize with each other on a daily basis, we find some types of technology such as e-mail marketing to be most effective when they are used in conjunction with traditional methods of grabbing consumers’ attention,” said Jim Litwin, vice president of market insights at Vertis Communications.  “With the evolution of production technology, marketers now have the tools to develop highly personalized campaigns.  We recommend they take full advantage of these in order to create more advanced, dimensional marketing pieces such as printed advertising inserts and direct mail that have proven effective in connecting with target audiences on a personal level.” 

Customer Focus is Vertis Communications’ proprietary annual study tracking consumer behavior across a wide variety of industry segments — financial, credit cards, insurance, publishing, casino gaming, retail, automotive — and media including advertising inserts, direct marketing, and the Internet. The survey of 2,500 adults — conducted via phone by one of the nation’s leading field research companies in August/September 2006 — measures both general and industry-specific shopping trends.

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