Businesses have so many different ways to communicate with consumers, thanks in part to new technology. But that means that some of the more traditional methods of promotion, such as direct mail, may not be quite as widely used. So just how much has the direct mail industry changed over the last couple of years? And how do consumers feel about direct mail compared do other forms of promotion?
In Ask Your Target Market’s latest survey, 16% of respondents said that they receive advertisements or special offers from businesses via traditional mail daily. 36% said they receive direct mail promotions fairly often. 32% said they sometimes receive these types of promotions. 11% rarely receive direct mail from businesses. And 6% said they never do. Those numbers don’t vary much from a March 2012 survey, when 17% of respondents said they received direct mail promotions daily, and 33% received them fairly often.
So it seems that plenty of businesses use direct mail to try and reach consumers. But how many people actually read these communications? Just 10% of respondents said they always read the direct mail promotions they receive. 24% said they read most of the promotions they receive in the mail. 30% said they read these promotions about half the time. 31% said they rarely read direct mail promotions. And 5% said they never read them.
Types of Promotions
What factors are likely to determine which types of direct mail promotions are effective? 68% said they are most likely to pay attention to direct mail offers that include coupons or exclusive deals. 33% said they are most likely to pay attention to direct mail that’s from a recognizable brand name. 30% said they’re more likely to read direct mail pieces from local businesses. 23% said they’re likely to pay attention to visually appealing mail. And 9% have no opinion.
Email is one format that has seemingly taken away some of the need for direct mail promotions. But which one is more effective? 22% of respondents said they are more likely to make purchases based on direct mail promotions than email promotions. 16% said they are more likely to make purchases based on email promotions than direct mail promotions. 39% said they are just as likely to purchases based on email as they are from direct mail. And 22% said they never make purchases based on either email or direct mail.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on August 28 via AYTM’s online survey panel.