RCF economists Peter Bernstein, Stephanie Burr, and Mihai Sturdza, in collaboration with the Office of the Inspector General of the US Postal Service, recently co-authored a study, Advertising Mail: Mail Mix Matters.
Their analysis found that recipients’ treatment of advertising mail depends on the mix of mail they receive. An increased presence of non-advertising mail was found to increase the likelihood that a household would read its advertising mail, react positively to it, and consider responding to the advertisement. In addition to the impact of mail mix, the study identified key characteristics of households, advertising mailers, and individual mail pieces that significantly affected the likelihood that a household will read, react positively to, and respond to Marketing Mail. For a copy of the report, click here.
RCF economists are experienced experts in postal mail analysis, postal economics, and domestic and international mail forecasting. For more information, contact: Mr. Peter Bernstein, RCF Vice President, 312-431-1540 ext. 1515, pbernstein@rcfecon.com.
