In another 2008 study, the DMNews/Pitney Bowes survey, 1,000 American Consumers (split 50-50 between men and women) age 18 and up from ten major metropolitan areas (Atlanta, Boston, Chicago, Denver, Houston, Los Angeles, Miami, New York, Phoenix and Seattle) were surveyed regarding the direct mail marketing pieces they receive. Here are the survey findings;
1. Nearly 94% of consumers surveyed reported taking action on promotional offers and coupons received via direct mail.
2. 20% of consumers reported that more than 10% of the offers or coupons they received by mail led to a purchase.
3. Almost 40% of respondents said they had tried a new business for the first time because of information received via direct mail.
4. Nearly 70% of respondents said they renewed a relationship with a business because they received a direct mailing or promotional item.
5. Respondents stated that information received via direct mail often led to a contribution to a non-profit organization for the first time.
The surveyors concluded that "direct mail induces consumers to touch the offer--recipients of mail are receiving, sorting reading and using direct mail to make purchasing decisions.
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