Postal Study: Mail More Personal Than Internet

Share this article:
Two-thirds of the 1,500 respondents to a national study released yesterday by the U.S. Postal Service report that mail is more personal than communicating via the Internet.


The Mail Moment study, conducted in fall 2004 on behalf of the USPS, shows that mail offers marketers a rare chance to capture a consumer's undivided attention. Results were announced yesterday at the National Postal Forum in Nashville, TN.


Included in the findings are that messages are noticed and the offer is considered by a target audience for longer than the often-assumed 30 seconds. The study also found that:


· 98 percent of consumers bring in their mail the day it's delivered, and of these, 72 percent bring it in as soon as possible. Also, 77 percent of consumers sort through their mail immediately.


· Consumers spend an average of 30 minutes reading their mail on any occasion; 45 minutes with magazines; 30 minutes with catalogs; and 25 minutes with direct mail.


· Ninety percent of household mail sorters determine which mail is kept for review; 81 percent of sorters review financial documents; 84 percent are the principal grocery shoppers.


· Consumers are more likely to read mail if it helps them perform one of three household job functions: browsing for new purchases; managing the home; overseeing finances.


· In addition to 67 percent of those surveyed stating that mail is more personal than the Internet, 56 percent say receiving mail is a real pleasure and 55 percent look forward to discovering the mail they receive.


· Consumers who receive a company's catalog account for 22 percent of a company's Web site traffic and 37 percent of the company's e-commerce dollars.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Melissa Goes to Canada

Melissa Goes to Canada

Melissa Data adds Canadian change of address processing to its cloud-based NCOA service.

Delivered: University of Chicago Mailers

Delivered: University of Chicago Mailers

What's in our mailbox this month: University of Chicago mailers. See which ones make the grade—and which ones, not so much.

Ricoh Strikes a Blow for Multichannel on a Small Scale

Ricoh Strikes a Blow for Multichannel on a ...

The company introduces a creative service to help print shops augment direct mail with email and pURL landing pages.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.