The mailbox cannot live by ad mail alone. It needs other types of mail to boost ad mail’s effectiveness.
That’s the key finding from our recent white paper, Advertising Mail: Mail Mix Matters. The presence of a non-advertising mailpiece in the mailbox enhances the likelihood that a person will read, positively react to, and respond to a piece of advertising mail. Both First-Class Mail and Periodicals (such as a magazine) proved effective in driving those outcomes.