Men are from Mars; Women are Direct Mail Readers

As our beloved clients know, we encourage regular email communication as a complement to, NOT substitute for, traditional direct mail fund-raising.

It's very tempting for cost-conscious managers to think they can stop spending all that money on stationery, printing and postage and just start emailing instead. But in the words of The Spleen, from Mystery Men: "BIG. . .MISTAKE!"

We have always warned that, in married couple households, one member may be the email reader while the other is the mail reader. There is now fresh research to validate that assumption.

Response Magazine recently cited a study by Vertis Communications which showed that women were much more likely to read paper mail than email.

Clearly the best strategy for an organization is to deliver it's messages on parallel tracks--paper mail + email. This is precisely what we help our clients do.