DIRECT MAIL CRUCIAL TO NET GROWTH, SAYS STUDY
Directnewsline, posted Nov. 15, 1999

Mail is crucial to the rapidly growing Internet economy, according to a new study of companies conducting
e-commerce.

Half the companies surveyed in the study, commissioned by Pitney Bowes Inc., had increased their volume of mail as a result of e-commerce activity.

Of the companies surveyed that have experienced increased mail volume due to e-commerce, 59% have seen a significant increase (11% or more). And, when asked which methods they use to promote the company's e-commerce Web site, 70% cited direct mail. This compares with 48% who cite Internet advertising and 57% who cite e-mail.

The study also revealed that direct mail is considered the most effective tool for getting customers to go to a Web site and place an order.

The survey was conducted in August by Information for Marketing, and 125 companies provided information.