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Consumers are scouring their mail more closely for coupons and offers, and that is good news for marketers, a recent study shows.

A DM News/Pitney Bowes survey of more than 1,000 US consumers, age 18 and up, from ten major metropolitan areas reveals that an overwhelming majority (78%) prefer receiving promotional materials via direct mail.

A whopping two-thirds said they are examining their mail more closely for coupons and offers over the previous year.

The timing couldn't be better to make a great offer via direct mail.

Nearly 94% took action on promotional offers and coupons received via direct mail. Coupons for health and wellness products, entertainment, and electronics are most likely to be used.

The level of promotional discount is the most important consideration for redeeming a coupon (49%), followed by currently considering purchase of promoted product (18%).

One in five surveyed reports that more than 10% of the offers or coupons they receive by mail lead to a purchase.

Targeted direct mail remains a key channel in reaching consumers and influencing their purchase decisions.

New businesses and non-profits take note: nearly 40% of respondents say they have tried a new business for the first time because of information received via direct mail. Nearly 70% report renewing a relationship with a business because they received a direct mailing or promotional item.

Respondents also state that information received via direct mail often leads to contributing to a non-profit organization for the first time.

Half of all respondents say they have requested promotional mate¬rials from companies over the past six months.

Direct mail is the preferred way to receive offers. 

 


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