At $20 billion in FY 2017, advertising mail is a significant source of revenue for the Postal Service. Variation in the mail mix enhances the likelihood that a household will respond positively to an advertising mail piece. What factors influence the “three Rs” — reading, reaction, and response — of advertising mail effectiveness? The OIG…
* Results of our study showed that regardless of age, physical ads were more effective than digital in leaving a lasting impression. * All age groups processed digital ads more quickly than physical, which could be advantageous with limited attention or time. * There were noteworthy differences in the effectiveness of basic advertising design categories…
By Andy Metzger/State House News Service January 20, 2016 BOSTON – A legislative bid to make purveyors of circulars more accountable butted up Tuesday against the interests of postal workers who rely on the business of direct-mail advertising. Rep. Denise Provost, a Somerville Democrat, unloaded a heap of Globe Direct mailers before the Committee on…
Delivery to curbside mailboxes or neighborhood cluster box units costs less than delivery to the door. But do curbside and cluster box delivery result in a lower level of customer engagement with mail? To find out, the Office of inspector General (OIG) asked the market research firm InfoTrends Inc. to conduct a survey of 5,000…
