A recent telephone survey by Vertis Communications learned that women prefer direct mail to email ads.

Among Women Ages 25-44

• 85% read printed direct mail marketing pieces.
• 53% of those who have access to email read email advertisements.

Other Findings

• 56% of women ages 25-34 and 52% of men the same age said e-mail is an acceptable form of follow-up communication.
• 54% of Hispanics responded to direct mail last year.
• 50%+ of the women surveyed indicated they are responsive to companies that send follow-up communication that is personalized to their needs.
• 45% of adults surveyed like receiving personalized follow-up emails.
• 38% of men ages 34-49 prefer generic direct mail when contacted by a company in which they have expressed interest.
• 23% of men ages 18-24 preferred text messaging for follow-up communication, compared with only 5% of women the same age.

Ultimately, a person’s communication preferences depend on his age and culture, but as the study shows, direct mail is still an effective means for your church to reach most women.

[via Chief Marketer]