Direct mail was more likely to have spurred consumers to action in 2003 than in 2001, according to a new consumer survey.
Barely over one-third of all consumers reported responding to direct mail solicitation through either the mail, telephone, a Web site or an in-person visit in a 30-day period during 2001, the last year the question was asked. In 2003, this jumped to 46%, according to the direct mail portion of a direct marketing study undertaken by Vertis, a marketing solutions provider.
This may partly be a result of some ethnic groups and higher-age consumers becoming more comfortable with the Internet, a channel that offers one more way to respond to direct mail offerings, speculated Scott Marden, Vertis
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