August 15, 2013

Print and Direct Mail are Alive and Well in Boston and Canton

Contrary to the fact that you may be hearing that direct mail is “junk” mail, or “old” technology, or incompatible with environmental stewardship, print and direct mail remain an important part of any effective business marketing program.

Consider the results of a study consumers (split 50-50 between men and women), age 18 and older, from 10 major metropolitan areas (Atlanta, Boston, Chicago, Denver, Houston, Los Angeles, Miami, New York, Phoenix, and Seattle).

The results showed these findings:
  • 20% of consumers reported that more than 10% of the offers or coupons they received by mail led to a purchase.
  • Almost 40% of respondents said they had tried a new business for the first time because of information received via direct mail.
  • Nearly 70% of respondents said they renewed a relationship with a business because they received a direct mailing or promotional item.
  • 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 the consumer to touch the offer—recipients of direct mail are receiving, sorting, reading, and using direct mail to make purchasing decisions. For more information on direct mail marketing contact Blue Hill Press.