The US Postal Service (USPS) has been capturing statics about direct mail for about 20 years now, through their Household Diary Study, This survey is done yearly with over 5,200 US households who (actually) volunteer to log the mail they receive and record what they do with it. The 2007 study published on the USPS web site showed that 48% of direct mail recipients read the mail and an additional 33% at the least scanned over the piece. That is a whopping 81% of mailed out pieces that are LOOKED at. WOW!
The report further breaks down the numbers showing the differences in open rates between different types of advertising and how the volume of advertising affects consumer behavior.
Larson note: Direct mail advertising still works. If you have the time and/or budget to work in a few different areas or marketing together mail, electronic, print you can connect on different parts of your target market’s mind and perception of you, Visual, sound, and touch make a very powerful impact on the mind.
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