Direct Marketing - U.S. Household Engagement

Direct Marketing

• Eight of 10 households (79%) say they either read or scan the advertising mail sent to their homes. ¹

• When asked about their intended response to advertising mail, 28% say they will respond or might respond to standard class mailings (e.g., catalogs) and 18% say they will or might respond to first-class mailings (e.g., credit card offers).  The higher the income, the higher the average number of potential and definite responses.²
  

• Nearly seven out of 10 respondents like getting mail about new products from companies they do business with. ³

1. United States Postal Service (2009) Household Diary Study.

2. Ibid.

3. Sorce, P. (2002). Relationship Marketing Strategy (PICRM-2002-04). RIT Printing Industry Center.