Study: Consumers respond to direct mail online

Direct mail may have a larger response rate than advertisers think. According to a recent Vertis Communications study users who read direct mailings are more apt (21%) to respond to offers via mailers websites.

by Kristina Knight

In 2003 only about 14% of users would respond to direct mail through online venues. Men in the older age brackets are most apt to respond online (28% response for ages 55-64, 10% response ages 65+).

This is another indication that marketers of all types are better served by incorporating websites into all kinds of advertising. By offering users a website link, even for snail-mailed literature, advertisers give consumers another avenue to research and a simpler way of responding.

Jim Litwin, vice president of market insights for Vertis Communications said, “Adding an Internet component to direct mail campaigns targeting the older population may greatly increase the overall effectiveness of marketers’ spending,
particularly as men reach retirement and find more time to surf the Web.”

Older, male consumers should only be part of any targeted ad campaign. The study found that overall women aged 18-24 have the highest percentage (96%) of online usage; men in the same age group have an 80% online usage rate. Woman are also most likely to read an email ad (50%). The study also found that only 1% of the population read all pieces of email advertising that are sent to them.