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USPS Study Measures Advertising Mail Use and Attitudes

The annual “Household Diary” study, performed since 1987 by the U.S. Postal Service, provides a consistent look at households’ attitudes toward mail received.

Contrary to the image that direct mail is “junk mail” and is tossed without consideration, a majority of respondents report paying attention to the advertising they receive, either reading it or scanning it. In addition, one of three households said that they made one or more purchases thanks to the advertising mail they received.