A new study of the impact of direct mail on retail sales, conducted by the Baltimore market research firm Vertis, indicates that 24% of all adults who read a direct mail piece sent by a retailer actually visit the store within 90 days.

Direct mail has the greatest impact on women Baby Boomers with 33% surveyed saying they visited a store within three months of receiving direct mail from that company, according to the study. The next most responsive group are men Generation X’ers, as 28% of this group said they visited a store after receiving mail. Among women of this generation 26% indicated they visited a store after receiving a mailing.

In the apparel sector roughly 71% of direct mail readers are women. The most widely read kinds of direct mail from retailers come from discount stores and department stores, followed in order by supermarkets and then home improvement stores.

A new study of the impact of direct mail on retail sales, conducted by the Baltimore market research firm Vertis, indicates that 24% of all adults who read a direct mail piece sent by a retailer actually visit the store within 90 days.

Direct mail has the greatest impact on women Baby Boomers with 33% surveyed saying they visited a store within three months of receiving direct mail from that company, according to the study. The next most responsive group are men Generation X’ers, as 28% of this group said they visited a store after receiving mail. Among women of this generation 26% indicated they visited a store after receiving a mailing.

In the apparel sector roughly 71% of direct mail readers are women. The most widely read kinds of direct mail from retailers come from discount stores and department stores, followed in order by supermarkets and then home improvement stores.