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Direct Mail vs Email

CMS

central mailing services



DIRECT MAIL VS E-MAIL



DIRECT MAIL READERSHIP

% WHO RECEIVED AND READ MAIL BY INDUSTRY



MAIL FROM FINANCIAL SERVICES AND UTILITY COMPANIES ARE THE MOST RECEIVED AND READ



LOCAL GOVERNMENT 29% 78%

PROPERTY COMPANIES 21% 51%

CLUBS YOU ARE A MEMBER OF 17% 79%

RETAIL STORES 16% 57%

FASHION STORES 16% 74%

LOCAL SERVICE PROVIDERS 13% 59%

LOCAL RESTAURANTS 11% 51%

HOLIDAY COMPANIES 10% 65%



6.9

THE AVERAGE # OF PERSONALISED LETTERS RECEIVED PER WEEK



READING RATE

RECEIVED DIRECT MAIL



COMMUNICATION PREFERENCE BY CATEGORY



DIRECT MAIL IS PREFERRED TO E-MAIL AS A COMMUNICATION FORM FOR ALL INDUSTRIES



35% 10% 13% 43% SUPERMARKETS

30% 10% 13% 42% LOCAL RESTAURANTS

39% 9% 14% 37% RETAIL STORES

41% 9% 14% 37% LOCAL SERVICE PROVIDERS

43% 9% 13% 34% LOCAL GOVERNMENT

45% 8% 13% 33% HARDWARE OUTLETS

45% 9% 14% 32% FASHION STORES

46% 9% 15% 31% UTILITY COMPANIES

45% 10% 17% 28% TRAVEL COMPANIES

50% 9% 13% 28% BANKS

48% 9% 16% 28% INTEREST GROUPS

53% 8% 14% 28% TELECOMMUNICATION COMPANIES

54% 8% 14% 24% CHARITIES

59% 6% 12% 23% REAL ESTATE COMPANIES



DIRECT MAIL E-MAIL BOTH NEITHER



MAGAZINES 61% 10% 12% 17%

IMPORTANT INFORMATION 50% 23% 21% 6%

BROCHURES & CATALOGUES 47% 21% 18% 14%

DETAILED INFORMATION 43% 28% 21% 8%

VOUCHERS OR COUPONS 34% 13% 9% 43%

INFORMATION REQUEST 28% 40% 16% 16%

INVITATION TO SPECIAL EVENTS 25% 44% 21% 11%

NEWSLETTERS 23% 51% 17% 10%

BRIEF INFORMATION 18% 58% 14% 11%



DIRECT MAIL E-MAIL BOTH NEITHER



DIRECT MAIL IS PREFERRED FOR LENGTHIER OR IMPORTANT INFORMATION WHILE E-MAIL IS PREFERRED FOR BRIEF INFORMATION



COMMUNICATION PREFERENCE BY DEMOGRAPHICS



AGE EARNINGS



38% 44% 18% LESS THAN Σ26,000 66% 24% 11%

56% 31% 13% Σ26,000 TO Σ52,000 50% 35% 15%

59% 25% 6% Σ52,000 TO Σ75,000 59% 30% 11%



DIRECT MAIL E-MAIL BOTH



OLDER GENERATIONS AND LOW INCOME EARNERS ARE MORE RECEPTIVE TO DIRECT MAIN THAN E-MAIL



48% OF CUSTOMERS FELT THAT INFORMATION RECEIVED BY DIRECT MAIL WAS EASY TO TAKE IN COMPARED WITH 20% BY EMAIL

Direct Mail vs Email

shared by RobSp on Apr 16, 2013 in Business

Direct Mail vs Email

shared by RobSp on Apr 16, 2013 in Business

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Direct Mail vs Email - Whether you are launching a new small business or are a large established business refining your marketing mix, a common question stands before you: Email or Direct Mail? Maybe ...
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