Think Direct Mail is Outdated? If You’re Looking to Reach Women, Think Again!
According to the 2007 Vertis Communications Customer Focus® Survey, which analyzes the effectiveness of direct mail, DM is read by 32 percent more women ages 25 to 44 than e-mail advertising. Eighty-five percent of women ages 25 to 44 read printed direct mail pieces, despite the influx of e-advertising in the past decade. Fifty-seven percent of women ages 35 to 64 prefer that companies they express interest in send follow-up communication through DM pieces personalized to their needs.
But before you write off the e-mail medium altogether, consider that 45 percent of total adults are open to receiving personalized, follow-up e-mails. And younger women seem to be more responsive to this medium, with 56 percent of women ages 25 to 34 stating e-mail as an acceptable form of follow-up communication. Fifty-three percent of all women surveyed ages 25 to 44 have access to e-mail and read e-mail advertisements.
“While technology has significantly affected the way we work, communicate and socialize with each other on a daily basis, we find some types of technology such as e-mail 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 Vertis Communications. “With the evolution of production technology, marketers now have the tools to develop highly personalized campaigns. … [and] 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.”
Furthermore, Vertis’ study indicates marketers can increase the effectiveness of their direct mail campaigns by offering target consumers exclusive deals and coupons. Seventy-two percent of total adults surveyed said they have replied to direct mail containing a “buy one, get one free” offer. Additionally, 63 percent of all adults indicated they have responded to direct mail collateral offering a percentage discount on merchandise, up from 54 percent in 2005.
So keep the direct mail. Nothing beats a good, personalized, tangible offer.
—Vertis Communications offers consulting, creative, research, direct, media, technology, and production services. Customer Focus is Vertis Communications’ proprietary annual study tracking consumer behavior. For more information: (619) 234-0345, www.vertisinc.com.