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 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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