Fewer than 20% of all direct mail pieces received by consumers are seen as targeted to their tastes and interests, according to a new study.
According to the survey, which was undertaken by Stamford, CT-based Pitney Bowes Inc., 57% of all respondents said that mail clearly geared toward them would gave either "very high impact" or "some impact" on their relationship with the marketer. And 36% said that targeted mail was a primary reason why they continue to do business with a specific company.
Consumers have come to expect their mail to be "smart": Respondents to the survey said more than four in ten pieces (44%) received are thrown in the garbage without being opened. And 40% of those surveyed said that having their full name printed correctly is either "extremely important" or "very important" while nearly one-quarter (23%) said that having their name mentioned in letters was either very or extremely important as well.
The study polled 1,017 randomly chosen U.S. households.
