People read and react to direct mail...
According to research conducted by USPS, consumers spend an average of 30 minutes reading their mail each day (25 of those minutes are spent reading direct mail advertising). Importantly, studies show the mail is usually handled by the person responsible for household finances and purchasing decisions. It is often a time of “decompressing” after a busy day and the activity is a form of entertainment and assurance.
Most marketers celebrate e-mail open rates as a measure of success and they hope recipients will spend a few seconds actually reading the e-mail message. Marketing industry experts say e-mail marketers are grappling with the problem of declining open rates by increasing frequency. “Both e-mail and direct mail have a place in integrated programs, but if you can somehow use direct mail to cut through the messaging clutter – even to drive people to your website – you will be more effective overall.”
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