First of all I don't believe the categories mentioned (i.e. catalogs, financial statements and bills) are typical of what is being sent out by email or direct mail. There are still people who do not believe that the Internet is completely safe for their personal information and therefore want a hard copy. Others, like myself, who still prefer physical representations of certain products (i.e. catalogs and books).
For marketers it is more important to know what percentage of people read the less pertinent mail they receive. Comparing those response rates to that of similar email campaigns would be a better indication of which medium is more effective in communicating a message.
Josh
http://www.cuemarketing.com
Discussion on:
Message 3 of 1
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