The Power of Direct-Mail Advertising
(USA, October 11, 2016) On a typical weekday, many people come home from work, kick off their shoes, kiss their children and read their mail. They may check to see what’s on sale at the grocery store, clip a few coupons or set aside the postcard for the art show they want to attend.
Sound familiar? The act of reading the mail is an integral part of modern life. For all the many ways we could choose to reach each other — email, social media, text messages — paper continues to serve as the foundation of our communication.
This is especially true of direct-mail advertising, unsolicited communications sent to prospective customers through the mail. The most recent United States Postal Service (USPS) Household Diary Study found that U.S. households received 119.9 billion pieces of mail in 2015. Sixty-five percent of that was direct mail.
The study also showed that people are receptive to direct mail. Fifty-four percent of households reported that they read their advertising mail, while an additional 21 percent said they at least scan it. The report notes that households read more advertising mail now than in the past, a result of the large increase in the volume of direct-mail advertising since the study began in 1987.
Read more… http://newsroom.domtar.com/power-direct-mail-advertising/ (Source: Domtar Newsroom)
