Study: Women Prefer Direct Mail to E-mail Ads

Direct mail is read by 32% more women ages 25-44 than e-mail advertising, according to the Customer Focus 2007 Direct Mail study conducted by Baltimore-based marketing services provider Vertis Communications. Despite the influx of electronically generated advertisements in the past decade, the study shows that 85% of women ages 25-44 read printed direct mail marketing pieces.

Vertis Communications conducted a telephone survey of 2,500 adults in September and October 2006. The study shows that 53% of all women surveyed aged 25-44 who have access to e-mail read e-mail advertisements, a figure consistent with the 54% of respondents who said the same in 2005.

Marketers can enhance their direct mail campaigns by offering target customers exclusive deals and coupons, the study shows. Seventy-two percent of those surveyed indicated they have replied to direct mail campaigns that contain a “buy one, get one free” offer. Also, 63% said they have responded to direct mail campaigns offering a percentage discount on merchandise, up from 54% in 2005.

Other highlights of the study reveal:

* Direct mail response rates are significantly higher among Hispanics. The number of Hispanics who responded to direct mail rose from 38% in 2003 to 54% last year.

* Personalized follow-up communication can be more effective than sending generic information. More than half of the women surveyed indicated they are responsive to companies that send follow-up communication that is personalized to their needs. And only 38% of men ages 34-49 prefer generic direct mail when contacted by a company in which they have expressed interest.

* While 45% of adults surveyed like receiving personalized follow-up e-mails, younger men and women seem to be more responsive to this medium; 52% of men ages 25-34 and 56% of women the same age said e-mail is an acceptable form of follow-up communication. Text messaging was the most desired method of follow-up communication for men ages 18-24, with 23% preferring contact via this method, compared with only 5% of women the same age.

* Comfort levels of adults providing credit-card numbers online have increased, with 42% of adults surveyed being “very” or “somewhat” comfortable in 2006, up from 32% in 2003. On the other hand, 40% of the adults surveyed indicated they are not comfortable providing credit-card information online—though that is down from 52% in 2003.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.