Australasian Catalogue Association

Modes of delivery and customer engagement with advertising mail

Advertising mail delivered to a recipient’s door generates higher “read and response” rates than advertising mail delivered to the curbside or a neighborhood cluster box. Door delivery customers also are less likely to throw their ad mail away than customers with curb or cluster box delivery.

Highlights

  • The OIG, working with InfoTrends, surveyed 5,000 households across the country to help determine their engagement with advertising mail.
  • Customer engagement with advertising mail varies with mode of delivery.
  • Door delivery customers report higher levels of engagement with advertising mail than those who receive their mail through a curb or neighborhood cluster box.
  • Analyses of data from two Postal Service surveys reveal a general consistency with the results from the OIG-InfoTrends survey, which was analyzed by Professor Michael Bradley.
  • Centralized delivery will lower Postal Service delivery costs, but could have implications on the demand side. We suggest that the Postal Service and advertising mailers work together to understand these potential impacts.

Source: United States Postal Service