News
 Mail
and Web Make Great Marketing Duo
Mail and the Internet make a good team. Or, as the
U.S. Postal Service calls it, the duo makes “one
smart media pair.” Here’s why.
According to a recent white paper from USPS, mail
and the Internet go hand-in-hand – they just click.
Why? Consumers use the two mediums in tandem. The
research reveals that 41 percent of Americans shop
using both catalogs and the Web; while 37 percent of
e-commerce dollars come from catalog recipients.
Based on the report, it looks like consumers use
both the power of email and regular mail to make
purchases. Consumers who interact with brands over
multiple media channels display more loyalty and
spend 30 percent more than those who shop using a
single media channel. In a nutshell – email doesn’t
compete with regular mail, rather, it complements
it. The study notes that blending the two mediums
will help marketers achieve high-impact results.
The Internet also is a marketer’s friend. The study
reveals that mail is used most often by industry
leaders to drive consumers to their websites over
other mediums such as email, print and online
advertising. Bottom line – mail motivates consumers
to visit a site more often, stay longer and spend
more money while shopping, the study notes.
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