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A new study shows that, perhaps not surprisingly, marketers can increase the effectiveness of their direct mail pieces by including exclusive offers and coupons.

According to the Vertis Communications Customer Focus Direct Mail study, 72 percent of total adults surveyed said they have responded to a direct mail piece that included a buy-one-get-one-free offer, while 63 percent have responded to direct mail offering a percentage discount on merchandise.

As for electronic direct mail, the study found that 53 percent of all women ages 25-54 who have access to email read email advertisements.

The study also found that men between the ages of 18 and 34 are more likely to read grocery store direct mail than their female counterparts, and that 85 percent of women between the ages of 25 and 54 read marketing mail.


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