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Year: 2004
Type of Promotional Material/Activity Tested:
The value of mail in a multi-channel marketing environment
Sample Population:
1,502 US households representing a nationally sample
Metrics:
In Phase 1, a mail survey was sent to US households to be completed by the person responsible for bringing in and sorting the mail. Phase 2 was devoted to 54 qualitative one-on-one interviews with consumers on their engagement with their mail.
Top Line Results:
Percentage of household members responsible for the mail who:
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Bring the mail in the same day it is delivered
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98%
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Determine which mail is kept for review
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90%
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Are the primary grocery shoppers
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84%
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Sort through the mail immediately
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77%
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Sort through mail for coupons and bargains
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63%
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Consumers, who receive a company’s mail catalog, report going online and making 16% more visits to the company’s website, view 22% more pages, and spend 15% more time on the company's website.
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Consumers said they are more likely to read a piece of direct mail if it helps them in one of three ways: browse for new purchases, manage the household, or oversee finances.
Percent Agreeing with Statements about Mail:
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Value the privacy of mail
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75%
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Value the security of the mail
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68%
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Feel it is more personal than the Internet
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67%
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Value the reliability of mail
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65%
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Enjoy taking time to browse catalogs
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63%
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Look forward to discover what is in their mail
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55%
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Note: % top 2 box scores on 5 point Agree/Disagree scale
“I really depend on mail and would be lost without it”
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Age of Consumer
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% Agree
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60 years and over
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62%
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50-59 years
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52%
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40-49 years
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52%
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Under 40 years
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45%
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Note: % top 2 box scores on 5 point Agree/Disagree scale
Take Aways:
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Despite the popularity of e-mail and the Internet, consumers are making the time daily to sit down and sort/read their business and direct mail as they browse for consumption choices, manage household operations, and look for ways to save money.
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Catalogs and other direct mailings are an integral part of the marketing mix, with the ability to drive website visits and purchases.
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The immediacy of mail, and the attention it receives by consumers, gives a company’s marketing message an opportunity to be noticed unlike any other media channel.
Complexity rating: 1 out of 3 (complex statistical analysis scale: 1=none, 2=moderate, 3=difficult)
Read more about this study:
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