Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Direct Mail is Read by 32 Percent More Women Ages 25-44 Than E-Mail Advertising
2007 Vertis Communications Customer Focus® Survey Analyzes Effectiveness of Direct Mail
Vertis Communications today announced the results of its proprietary Customer Focus® Direct Mail study, which indicates that 85 percent of women ages 25-44 read printed direct mail marketing pieces, despite the influx of electronically generated advertisements throughout the past decade. Additionally, the study reveals that 53 percent of all women surveyed ages 25-44 who have access to e-mail, read e-mail advertisements, consistent with the 54 percent that did so in 2005.
“While technology has significantly affected the way we work, communicate and socialize with each other on a daily basis, we find some types of technology such as e-mail marketing to be most effective when they are used in conjunction with traditional methods of grabbing consumers’ attention,” said Jim Litwin, vice president of market insights at Vertis Communications. “With the evolution of production technology, marketers now have the tools to develop highly personalized campaigns. We recommend they take full advantage of these in order to create more advanced, dimensional marketing pieces such as printed advertising inserts and direct mail that have proven effective in connecting with target audiences on a personal level.”
Furthermore, Vertis’ study indicates marketers can increase the effectiveness of their direct mail campaigns by offering target consumers exclusive deals and coupons. Seventy-two percent of total adults surveyed said they have replied to direct mail containing a “buy one, get one free” offer. Additionally, 63 percent of all adults indicated the have responded to direct mail collateral offering a percentage discount on merchandise, up from 54 percent in 2005.
The Vertis Communications Customer Focus® 2007 survey series also includes findings from the financial, credit card, insurance, publishing, casino gaming, retail, and automotive industries. The Direct Mail study revealed the following additional results:
Direct Mail Response Rates Significantly Higher Among Hispanics
Personalized Follow-up Communication More Effective Than Sending Generic Information
Consumers More Comfortable Providing Credit Card Information Online
About Customer Focus
Customer Focus is Vertis Communications’ proprietary annual study tracking consumer behavior across a wide variety of industry segments — financial, credit cards, insurance, publishing, casino gaming, retail, automotive — and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
Since its inception, Customer Focus has proven to be one of the nation’s most comprehensive examinations of consumer behavior. The survey of 2,500 adults — conducted via phone by one of the nation’s leading field research companies in August/September 2006 — measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.
About Vertis Communications
Vertis Communications serves as marketing partner to many of today’s Fortune 500 companies. Vertis Communications leverages its vast experience in managing large, complex, time-sensitive assignments to turn its clients’ marketing ideas into realities. Headquartered in Baltimore with more than 100 locations nationwide, Vertis Communications offers world-class consulting, creative, research, direct, media, technology, and production services. Fortune magazine recognized Vertis as one of the "Most Admired Companies" in Marketing and Advertising in 2005, and as the third largest Advertising company in 2006. To learn more, visit www.vertisinc.com.
This press release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The words “believes, “anticipates, “expects, “estimates, “plans, “intends,” and similar expressions are intended to identify forward-looking statements. All forward-looking statements are subject to a number of risks and uncertainties that could cause actual results to differ materially from projected results. Factors that may cause these differences include fluctuations in the cost of raw materials we use, changes in the advertising, marketing and information services markets, the financial condition of our customers, actions by our competitors, changes in the legal or regulatory environment, general economic and business conditions in the U.S. and other countries, and changes in interest and foreign currency exchange rates.
Consequently, you should consider any such forward-looking statements only as our current plans, estimates, and beliefs. Even if those plans, estimates, or beliefs change because of future events or circumstances, we decline any obligation to publicly update or revise any such forward-looking statements.
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