The Vertis Communications Consumer Focus 2007 also indicates that 85% of women will read a direct marketing mailing. Conversely only 53% of women read email marketing messages.
"We find some types of technology such as e-mail marketing to be most effective when they are used in conjunction with traditional methods of grabbing consumers’ attention,” said Jim Litwin, vice president of market insights at Vertis Communications in a prepared statement.
For email marketing, consumers are more likely to respond if there is an offer included in the message. A coupon code for the online store front or a shortcode from a text message. Short text or email messages are also the preferred follow up to an offer.