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32% More Women Read Direct Mail than Email Marketing
Eighty-five per cent of 25 to 44-year-old women read printed direct mail marketing information, compared to just 53 per cent of women who read email marketing communications, a survey has shown.
The newly-published Customer Focus Direct Mail study by Vertis Communications suggests that marketers would be wise not to abandon print campaigns and are likely to do particularly well if they combine the two methods. "While technology has significantly affected the way we work, communicate and socialise with each other on a daily basis, we find some types of technology such as email marketing to be most effective when they are used in conjunction with traditional methods of grabbing consumers' attention," said Jim Litwin, vice-president of market insights at the company. Mr Litwin said that the evolution of production technology had provided marketers with the tools to create highly-personalised campaigns. "We recommend they take full advantage of these in order to create more advanced, dimensional marketing pieces such as printed advertising inserts and direct mail that have proven effective in connecting with target audiences on a personal level," he added. The research also revealed that coupons and offers are particularly effective, as 72 per cent of adults said they had replied to direct mail campaigns offering a 'buy one, get one free' deal.
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