Consumers have changed the way they make buying decisions. They use the Internet to research specific purchasing alternatives. However research studies have shown that mail is very useful in the buying process. Especially earlier in the decision cycle, when customers are considering many alternatives.
Fifty-six percent of Americans surveyed by InnoMedia say receiving mail is a pleasure. That number would not be the same for e-mail.
According to the U.S. Postal Service, Sixty-seven percent of Americans feel traditional mail is more personal than Internet communications.
The USPS reported that more than 70 percent of Gen Yers (born 1977-1994) and Gen Xers (born 1965-1976) sorted their mail right away. These generations generally get less mail than others. Another great opportunity to stand out.