Direct mail recipients were nearly twice as likely to purchase from a retail Web site as those who received only an Internet communication, according to a new survey by the U.S. Postal Service.
When that mail piece was a catalog, more than two-thirds of shoppers were motivated to visit the site, creating a 163% increase in sales over those who did not receive a catalog, the survey noted.
In addition, the survey found that catalog recipients typically buy more items (4.1 compared to 3.2) and spend more money ($88 compared to $69).
The survey, conducted by ComScore Networks, polled nearly 5,000 visitors to 135 retail Web sites earlier this year.
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