USPS Study: Direct Mail Stimulates Internet Sales
The USPS has released the findings of two recent surveys. In addition to the annual Mail Moment survey, the USPS also commissioned the Multi-Channel Catalog study which examines the relationship between mail and catalog sales.
From the Mail Moment study:
77% of consumers sort through their mail immediately. 98% bring their mail in the same day it is delivered. Consumers spend more than 30 seconds considering each offer. 67% feel mail is more personal than the Internet. 56% say receiving mail is a real pleasure. 55% look forward to discovering what's in their mailbox.
From the Multi-Channel Catalog study:
Consumers that receive a catalog are more than twice as likely to make a purchase at the retailer's web site. Catalog recipients make 15% more transactions. Catalog recipients spend 16% more than shoppers that did not receive a catalog.
These studies reveal that direct mail and the Internet are not competing mediums, but rather complementary sales channels. The Multi-Channel Catalog study proves that direct mail stimulates web sales and encourages higher spending. The Mail Moment survey shows more than half of consumers enjoy from mail and look forward to receiving it. You can't say that about SPAM in any of its forms.
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