growning to like direct mail more...
- The hot air about Direct Mail obscures the facts. People dislike e-mail spamming, unsolicited telemarketing and texting more; and they detest recorded telephone-answering messages.
- The number of pieces mailed in the US has increased over the past years.
- Good Direct Mail delights people, so much so that they send what is called “white mail” – thank you letters.
- In fact, consumers don’t just tolerate Direct Mail; they like it more than they did.
- Consumers like Direct Mail with special offers and money off vouchers. In one survey 59% gave value for money as its main benefit.
- Consumers say Direct Mail from a firm they have dealt with is twice as well received as a “cold” mailing – a message from a firm they have not dealt with.
- Consumers state it’s nice to be informed of any current specials that are being offered.
- Even the cold mailing is not resented that much and response to cold mailings grew.
- Consumers claim not to like cluttered-looking mailing. They prefer well designed work.