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Direct Study: More Women Read 'Snail Mail' than Email

A new study shows that 85 percent of women ages 25-44 read direct marketing pieces, whereas 53 percent of them who have access to email read email marketing messages.

The Vertis Communications Customer Focus 2007 survey also found that exclusive deals and coupons enhance the effectiveness of direct mail, reports Direct Magazine (via MediaBuyerPlanner). And the number of consumers who have responded to direct mail featuring a percentage discount on merchandise has increased to 63 percent, up from 54 percent in 2005.

Text-messaging was the most desired form of follow-up communication among the younger generation, while 45 percent of total adults are willing to receive personalized, follow-up emails.

Consumers are also more comfortable giving their credit card information over the internet, with 42 percent of adults saying they are very or somewhat comfortable (up from 32 percent in 2003).

The study also found that 46 percent of adults responded to a direct mail piece in some way, down from 47 percent in 2003. Hispanic consumers responded to direct mail in increasing numbers, from 38 percent in 2003 to 54 percent this year.


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