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Consumers find direct mail marketing valuable as long as the materials come from brands they are interested in and/or categories they are interested in, according to recent research from PebblePost.

The report was based on data from a survey conducted in September and October 2018 among 3,250 consumers. Respondents were polled on how paper direct mailings (catalogs, newsletters, postcards, promotional offers, etc.) impact their brand considerations and purchase decisions.

Some 68% of consumers say they immediately trash direct mail that comes from brands they have not heard of and/or that pertains to categories they are not interested in.

However, some 76% of consumers say they keep and discuss direct mail from brands they have purchased from in the past, 66% keep and discuss direct mail from new brands in categories they are interested in, and 54% keep and discuss direct mail from brands they haven't purchased from but know of.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji