Did you know that 75% of consumers say they are most likely to pay attention and act on direct mail sent to the home – over three times more than unsolicited e-mail, online banner or pop-up ads, sales calls to the home, and text message ads combined. This is according to a 2006 study conducted by GolinHarris in collaboration with Insight Express and funded by the Envelope Manufacturers Association.
Other findings included:
- Consumers, across all demographics, respond more positively to direct marketing efforts mailed to them in envelopes (41%) compared to postcards or self-mailer fliers (16%).
- Women (45%), and those over the age 34 (44%), are the most responsive to direct mail offers received in envelopes.
When consumers receive envelopes in the mail containing marketing, advertising, or promotional material — the top three things they say they “always or usually do”:
- Open the envelope if they believe the contents might be interesting (66%)
- Open the envelope if they perceive contents will be of personal interest to them (61%)
- Open the envelop if they can clearly identify the purpose/sender (59%)
The top types of merchandise consumers say they buy as a result of direct mailings that arrive in an envelope are:
- Books (43%)
- Magazines (42%)
- Clothing (40%)
- Movies/videos/DVDs (29%)
- Music (25%)
Consumers pay attention to direct marketing efforts, thus validating direct mail as a highly effective marketing tool. Direct marketing offers received in envelopes are noticed, opened, and acted upon.
For more information link to Because It’s Personal: A Study of Consumer Use and Preference for Envelopes at the Envelope Manufacturers Association Foundation website.