For over 25 years, the USPS has been conducting a study named “The House Hold Diary Study.” Over 5000 homes monitor every aspect of every piece of mail they receive or send for a one week period. http://www.usps.com/householddiary/welcome.htm
The study specifically deals with what people actually do and what they intended to do in reaction to receiving mail. There are 3 possibilities; read, scan or don’t read. 21% of the recipients say they don’t read, thus 79% do read. Compare that to low email open rates.
Direct marketing still boils down to being a holistic approach of mixing various medias in order to continually get your message across to your prospect or customer in a consistent manner. The bottom line is, whether you use direct mail, email, text or other forms of messaging, doing something is always better than doing nothing at all. Keep your messages coming.
About the Author
Gary Ritkes oversees all Business Development and Marketing at SproutLoud. He has been a pioneer in the emerging vertical of Distributed Marketing Technology and is an industry leader and innovator with 20+ years experience in graphic communications and marketing strategy. Gary has been involved with SproutLoud since the inception of the company. Prior to joining SproutLoud, Gary was VP of Marketing for Rex Three, Inc., SproutLoud’s first and largest vendor among its network of providers. He has served many Fortune 1000 clients and worldwide advertising agencies in providing marketing technology direction and optimization. He was an original founder of U.S. based Earth Color Group and a co-founder of Advanced Digital Services (ADS) which was sold in 1996 to publicly traded Katz Digital Technologies. He is a current board member of the local Advertising Federation chapter and has served as a member for other national industry associations including the DMA, AGA, and the CMO council.More Content by Gary Ritkes