Conducted for Vertis by Marshall Marketing & Communications®

Select Top-Line Results from Customer Focus Direct Marketing: Retail

• Three out of four consumers surveyed (76%) stated they read direct mail received from retailers. Women, ages 35-49, are most likely (86%) to read retail direct mail, while men, ages 50+, are least likely to read their mail (65%).

• Men, ages 35-49, report they are reading their retail direct mail much more today (77%), as compared to 2003 (64%).

Retail Direct Marketing Readership

	Men	2003	2008
Age	18-34	65%	67%
Age	35-49	70%	86%
Age	50+	68%	65%

	Women	2003	2008
Age	18-34	76%	79%
Age	35-49	70%	86%
Age	50+	75%	78%

• Readership of retail direct mail has increased among women of all age groups. As with the men, the largest increase in retail direct mail readership is in the 35-49 age group.

• Top five direct mail messages that surveyed consumers respond to are:
1. Coupons
2. Buy One, Get One Free
3. Single Item Discount
4. Percent Off
5. Gift Card

• Reasons make a difference as to what direct mail consumers say they open.

Reasons for Opening DM Pieces	Total Adults
Timing of direct mailing arrival coinciding with need for the service/product	67%
Consumer’s name on the front of piece	66%
The piece looks interesting	60%
A special offer or discount	54%
The piece looks important	52%
Feel something in the piece	51%
A free gift or token inside	42%
Dated material enclosed	35%
None of these	5%

Take Away:
Consumers welcome direct mail. The latest findings show consumers have become even more receptive to using direct mail to seek information and obtain the best value, thus proving direct mail to be an effective medium for retailers to connect with customers.