Direct helps drive car buyers into action

BY: CHUCK YEAGER

Here’s some good news for auto industry execs and their marketing partners: Consumers respond aggressively to direct mail when they’re in a car-buying mood.

52% of direct mail readers planning to buy a new car read automotive direct mail. But …

This column has a reputation for being somewhat opinionated and voluble. Well, guilty as charged. But this time we’ve decided to dispense with the sermon and let the numbers do the talking (mostly).

In 2005, expenditure on direct marketing is expected to top $161 billion according to the DMA. That’s an …

BY: Barbara Schmitt

Here’s a news flash for marketers: Direct mail readership is rising year after year - from 72% of adults surveyed in 2002 to 76% today, according to research by Baltimore-based Vertis. That’s good news for marketers, who can package relevant and useful information in high impact formats …

By: Anne Marie Sylvester

Marketers who adapt their practices and empower consumers will connect more effectively with their target, according to The 2005 Marketing Receptivity Survey from Yankelovich Partners.

“It’s not …

Consumers use mail to help run their households

BY: BARBARA SCHMITT

Pity today’s busy consumers. Overburdened by work, family and life in general, where can they turn for help in managing their households, saving money or finding new products? To the mail. Surprised?

A 2004 United States Postal Service® study …

Consumer rituals provide opportunity for marketers

BY: BARBARA SCHMITT

“It’s in the mail.” Once a catch phrase rife with negative connotations, that term now encompasses something entirely different: It represents routines and rituals. Sorting and organizing, allocating and reading, “Mail Moments” define the daily routines that consumers devote to the …