MediaBuyerPlanner: The majority of consumers who have conducted research and have decided to purchase a product online would still be swayed toward another product if they received a DM offer.
If the direct response offer were for a 15 percent discount or more for a comparable brand, 64 percent of American consumers would consider it, according to a survey commissioned by the Grizzard Performance Group, Direct Magazine writes.
African Americans and Hispanic consumers are more likely to respond to a direct mail offer, and two times as many respondents aged 18-24 said they were likely to use a DM offer than those ages 45 and above.
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