Direct Mail
As the amount of advertising on the Internet has grown, conventional wisdom has declared that direct mail marketing will disappear as a way of reaching customers and prospects. To us this sounds a lot like the now-debunked predictions about the paperless office. Every year since 1987, the United States Postal Service has conducted an annual study called "The Household Diary Study." In 2008 the study included 5,312 households who completed a seven-day household diary of mail received and sent for all 52 weeks of the study year. Here are some of the study results;
1. Advertising mail represented 63% of all mail received--an average of about 16 pieces per week.
2. 79% of households said they either read or scanned the advertising mail they received.
3. One in three households said they made one or more purchases as a result of receiving the advertising mail.
Contrary to the prevailing opinion that direct mail is "junk" mail that is immediately discarded by recipients, a majority of respondents in the 2008 Household Study reported paying to attention to the advertising.
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