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Why paper advertising mail still works
- 1. Why paper?
Editor's Notes
- And direct mail – catalogs, flyers, promotions – are a great example of this. The effectiveness of direct mail in capturing consumers’ attention has been the subject of numerous studies, and it has been proven time and again that people enjoy leafing through customer-oriented publications and seeing pictures of what they can buy. In fact, according to a study conducted by the U.S Postal Service,® consumers spend an average of 30 minutes looking at catalogs and 25 minutes with direct mail. What’s more, they eagerly await their arrival (can you say as much for most of your e-mails?). The same USPS® study revealed that 98% of consumers bring in their mail the day it’s received and 77% sort through it immediately .1
- And they aren’t just looking either. 67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product. Thirty-nine percent of those respondents then make a purchase.2 What’s more, another USPS study from the same