The other day I received an email containing Italian Post some interesting data on the effectiveness of direct mail taken from their research. Here they are.
The investigation was initiated on a representative sample of respondents, who were asked to keep the business mail received in the last four weeks.

90% of households in the survey received at least one mailing per month with a monthly average of 7.8 items delivered. Narrowing the field to the business mail personally addressed to an individual family, the percentage of recipients is 53% with a monthly average of 2 items delivered.

Another fact of considerable interest is the average time that individuals devote to reading e-business is not addressed, which is equal to 3.8 minutes. The time spent reading rooms even at 4.2 minutes for addressed mailings. These data are of particular attention when considering that the traditional means of attention is the time measured in seconds.

95% of mailings addressed personally were opened and examined, 53% has attracted interest, 22% led to an action (including the mailing that required) and this fact has generated a purchase IL10%, 6 a deepening% and 5% other actions related to claims in the mailing.

These results demonstrate a low crowding of the medium (only 2 letters per month), high attention paid to commercial mail (4.2 minutes of reading) and high reactivity of the recipients (22% carry out measures of receipt of the mailing).